scholarly journals BRANDING AND BRAND AS FACTOR OF THE COMPETITIVE ADVANTAGE IN SPORTS

2020 ◽  
pp. 569
Author(s):  
Srećko Bačevac ◽  
Jovan Veselinović ◽  
Dragan Životić
Keyword(s):  
Competitive Advantage ◽  
Brand Management ◽  
Practical Knowledge ◽  
Basic Function ◽  
Communication Tool ◽  
Branding Strategy ◽  
Brand Building ◽  
Leading Position ◽  
Basic Purpose ◽  
The Impact

The basic purpose of this research is based on the analysis of scientific-theoretical-practical knowledge in the field of brand management, with special emphasis on the brand as a significant factor of organizational competitive advantage and establishing a leading position in the sports market. By examining a wide variety of theoretical knowledge, we come across definitions that are based on the views of world’s leading marketing experts who point out that the basic function of marketing is brand building. Building, consolidating and expanding the brand require dimensions of clarity, consistency and leadership, adapted to the environment, with particular emphasis on competitive advantage, technology and on establishing a leading position in the market. Referring to the adequate literature, this paper covers the complete branding strategy, starting from the general ones that define the branding strategy as the most powerful communication tool; from strategies that are based on definitions that the key to success is the achievement of competitive advantage and the establishment of a leading position in the market; towards specific strategies who explore the basic elements of the branding strategy and their impact on the company’s business and productivity, as well as the impact on the consumers’ awareness.

Brand-specific transactional leadership: the effects of brand-building behaviors on employee-based brand equity in the insurance industry

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Morteza Maleki Minbashrazgah ◽  
Hooshmand Bagheri Garbollagh ◽  
Maryam Varmaghani
Keyword(s):  
Transactional Leadership ◽  
Brand Equity ◽  
Brand Management ◽  
Leadership Role ◽  
Equation Modeling ◽  
Statistical Population ◽  
New Approach ◽  
Content Type ◽  
Brand Building ◽  
The Impact

PurposeThe concept of employee-based brand equity (EBBE) has been the center of scholars' attention in the field of marketing and brand management. The brand is one of the most valuable intangible assets of any organization. This research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of brand-building behaviors (BBBs) and EBBE.Design/methodology/approachThe statistical population of the current study is employees of five major insurance companies in Semnan city of Iran. Using the classified random sampling method, 136 employees of these insurance firms were chosen. Likert-based questionnaires were used to collect data. Structural equation modeling (SEM) was used to analyze research data.FindingsFindings show that brand-specific transactional leadership affects participation and retention positively and significantly. Also, the variables of participation, in-role brand-building behavior (IRBBB) and retention, have a positive and significant effect on the EBBE. However, no significant relationship has been found between brand-specific transactional leadership and the IRBBB.Research limitations/implicationsThe study was bound by access to firms and managers' availability. On the other hand, this research is a cross-sectional study, and its data have been collected in a certain period of time, while longitudinal research can provide a richer result. Future research can benefit from the impact of brand-specific transactional leadership and brand evangelism.Practical implicationsWhen selecting brand leaders, manager training programs need to evaluate whether a candidate has brand-specific transactional leadership traits that will enhance the successful internalization of brand values and improve EBBE.Originality/valueBrand-specific transactional leadership increases employee responsibility and a greater desire to engage in citizenship behaviors. In addition, using partnerships to influence customer supportive behaviors creates a good image of the company and its services in the minds of customers. Also, this research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of BBBs and EBBE.

scholarly journals La promoción de la marca hospitalaria a través de la comunicación interpersonal que mantiene el profesional de la salud en las redes sociales

Tripodos ◽  
2021 ◽  
pp. 9-23
Author(s):  
Pablo Medina Aguerrebere
Keyword(s):  
Social Media ◽  
Health Professionals ◽  
Review Paper ◽  
Communication Tool ◽  
Redes Sociales ◽  
Brand Building ◽  
Management Measures ◽  
Health Market ◽  
Brand Promotion ◽  
The Impact

La implantación de las redes sociales como una herramienta de comunicación institucional, las nuevas exigencias de los pacientes y la mayor competencia entre hospitales han obligado a estas organi­zaciones a repensar sus estrategias de comunicación. La creación de una marca reputada que ayude a consolidar el posi­cionamiento estratégico de la organiza­ción en el mercado sanitario se ha con­vertido en una prioridad estratégica para todos los hospitales. El objetivo de este artículo de revisión bibliográfica es ana­lizar el impacto que tiene en la construc­ción de la marca hospitalaria la comu­nicación interpersonal que el profesional de la salud mantiene en las redes sociales con los stakeholders del hospital. El ar­tículo propone un modelo de promoción de marca basado en la comunicación interpersonal que realiza este profesio­nal en las redes sociales y concluye que los hospitales que desean construir una marca reputada deben tomar medidas económicas y de management, instau­rar planes de comunicación y fomentar la colaboración entre profesionales de la salud y de la comunicación. Hospital Brand Promotion Through InterpersonalCommunication Maintained by Health Professionals on Social Media The implementation of social media as a corporate communication tool, the new demands of patients, and greater competition between hospitals have led these organizations to rethink their communication strategies. The creation of a reputed brand that helps an orga­nization to reinforce its strategic positio­ning in the health market has become a strategic priority for all hospitals. This literature review paper aims to analyze the impact on hospital brand construc­tion of the interpersonal communica­tion between health professionals and the organization’s stakeholders in social media. This paper proposes a model of brand building based on the interper­sonal communication carried out by these professionals in social media, and concludes that hospitals that want to build a reputed brand must take eco­nomic and management measures, implement communication plans and promote collaboration between health professionals and corporate communi­cation experts.

The Impact of Sanctions on North Korea’s Foreign Trade from the Perspective of the Comparative Advantage Theory

2019 ◽  
pp. 4-15
Author(s):  
I. A. Korgun ◽  
G. D. Toloraya
Keyword(s):  
Foreign Trade ◽  
Competitive Advantage ◽  
National Economy ◽  
North Korea ◽  
Rent Seeking ◽  
Economic Transformation ◽  
Global Trade ◽  
Negative Consequences ◽  
The North ◽  
The Impact

The presented study analyzes the opportunities for North Korea to capitalize on its competitive advantages in foreign trade in the context of sanctions.Aim. The study aims to identify mechanisms that allow North Korea to engage in foreign trade in circumvention of UN sanctions and to analyze their impact on the national economy.Tasks. The authors analyze the structure of North Korea’s national economy, its initial competitive advantage, identify the specific features of North Korea’s foreign trade in the context of sanctions, and determine the consequences of illicit trade in circumvention of sanctions for the national economy.Methods. This study uses an interdisciplinary approach that combines the classical theory of competitive advantage with the concept of rent seeking, with the concept of rent seeking and analysis of trade flows.Results. The study shows that, despite the restrictions imposed by sanctions, North Korea strives to make the most of its advantages, such as resource availability and cheap labor, in global trade. The country builds its own export-import chains in circumvention of sanctions. These chains are rather mobile, flexible, and controlled by the elite. As a result, benefits from trade that could be evenly distributed among the population are concentrated in the hands of a narrow segment of society. ‘Rent seeking’ makes it possible to formulate the negative consequences of these processes for the North Korean economy and the international community.Conclusions. Solving the North Korean issue requires an economic transformation in the country through the replacement of restrictive sanctions with more constructive ones. The exclusion of North Korea from open global trade leads to the country’s marginalization and impairs the transparency of international commodity flows.

scholarly journals The Impact of Dynamic Capabilities on Sustainable Competitive Advantage in the Pharmaceutical Sector in Egypt

2017 ◽  
Vol 6 (2) ◽  
pp. 1
Author(s):  
Albert Naiem Naguib ◽  
Eahab Elsaid ◽  
Abdel Moneim Elsaid
Keyword(s):  
Competitive Advantage ◽  
Dynamic Capabilities ◽  
Secondary Data ◽  
Primary Data ◽  
Sustainable Competitive Advantage ◽  
Firm Characteristics ◽  
Pharmaceutical Sector ◽  
Chi Square ◽  
Pharmaceutical Firms ◽  
The Impact

This study examines the relationship between dynamic capabilities (experience, routine, skills, firm characteristics, knowledge and technology) and competitive advantage sustainability in the Egyptian pharmaceutical sector. The data was collected using primary and secondary data sources. Primary data was collected from questionnaires distributed to 160 top managers in 20 pharmaceutical firms. The secondary data about pharmaceutical firms like rankings, revenues and market share was collected from external sources such as Intercontinental Marketing Service (IMS). The questionnaires examine six independent variables based on a five-scale Likert scale. The methodology used in the study is non-probability sampling (judgmental sampling), Cronbach’s alpha reliability coefficient and Chi-square tests. The results support the notion that there is a significant relationship between four of the six dynamic capabilities (experience, skills, firm characteristics and knowledge) and the competitive advantage sustainability for pharmaceutical firms in Egypt. Designing the questionnaire and formulating the questions to target the required field was challenging, given that the topic is dynamic and the business scene in Egypt has witnessed drastic political changes since January 2011. The study should assist pharmaceutical companies in Egypt in directing their investments properly and in determining the weaknesses in their dynamic capabilities that need to be addressed.

Consumer movements, brand activism, and the participatory politics of media: A conversation

2021 ◽  
pp. 146954052110139
Author(s):  
Robert V Kozinets ◽  
Henry Jenkins
Keyword(s):  
Consumer Culture ◽  
Brand Management ◽  
Participatory Culture ◽  
Fan Studies ◽  
Global Culture ◽  
Consumer Activism ◽  
Participatory Politics ◽  
Consumer Movements ◽  
The Impact ◽  
Consumer Culture Theory

This is a scripted adaptation of a conversational podcast interview between Henry Jenkins and Robert Kozinets about contemporary consumer activism and its relationship to media studies. After the interview, the conversants agreed to develop the transcript of the conversation in order to be more relevant to a scholarly audience who are interested in how Jenkins’ ideas apply to the understanding and investigation of consumer culture today. The conversation frames and synthesizes a range of thinking around activism, fan studies, brand management, and consumer culture theory. Couched in the American context but containing themes that may also relate to global culture in the current moment, it covers the theoretical as well as the pragmatic concerns of many of the stakeholders in the world of contemporary consumer activism, from the activists themselves to the brand managers who respond to their actions to the creators who write the stories that inspire them both. Topics include the relevance of participatory culture today, anti-racism and the role of media, consumer conflicts with brands and the corporations who police them, the importance of civic imagination to civic engagement, differences between brand managers and story creators, consumer activism in the workplace, activist and participatory approaches to civic research, the nature of contemporary consumer activist movements, the impact of intersectionality, and the prefigurative possibilities for change today.

The impact of Guanxi on Chinese managers' transactional decisions: A study of Taiwanese SMEs

2005 ◽  
Vol 24 (3) ◽  
pp. 215-222
Author(s):  
William Li Chang ◽  
Peirchyi Lii
Keyword(s):  
Competitive Advantage ◽  
Chinese Enterprises ◽  
Important Impact ◽  
Guanxi Network ◽  
The Impact ◽  
The Relationship ◽  
Chinese Managers

Guanxi is an important source of competitive advantage; managers in Chinese enterprises have especially placed enormous emphasis on it. The purpose of this study is to investigate the relationship between managers' initiative toward a Guanxi formation and their transactional decisions within the network. Findings of this study suggest that managers' initiative in setting up a Guanxi network has important impact on their perceptions toward members in the network; and in turn, the perception has an impact on their transactional decisions within the Guanxi network. More specifically, managers would employ relational mark-down and compensatory mark-up to differentiate Guanxi members from non-Guanxi members in making transactional decisions.

The role of innovation in building competitive advantages: an empirical investigation

2018 ◽  
Vol 21 (1) ◽  
pp. 44-69 ◽  
Author(s):  
Prodromos Chatzoglou ◽  
Dimitrios Chatzoudes
Keyword(s):  
Competitive Advantage ◽  
Conceptual Framework ◽  
Empirical Investigation ◽  
Primary Data ◽  
Empirical Literature ◽  
Competitive Advantages ◽  
Manufacturing Companies ◽  
Content Type ◽  
The Impact ◽  
Structured Questionnaire

Purpose Nowadays, innovation appears as one of the main driving forces of organisational success. Despite the above fact, its impact on the propensity of an organisation to develop and sustain a competitive advantage has not yet received sufficient empirical investigation. The purpose of this paper is to enhance the existing empirical literature by focusing on the antecedents of innovation and its impact on competitive advantage. It proposes a newly developed conceptual framework that adopts a three-step approach, highlighting areas that have rarely been simultaneously examined before. Design/methodology/approach The examination of the proposed conceptual framework was performed with the use of a newly developed structured questionnaire that was distributed to a group of Greek manufacturing companies. The questionnaire has been successfully completed by chief executive officers (CEOs) from 189 different companies. CEOs were used as key respondents due to their knowledge and experience. The reliability and the validity of the questionnaire were thoroughly examined. Empirical data were analysed using the structural equation modelling technique. The study is empirical (based on primary data), explanatory (examines cause and effect relationships), deductive (tests research hypotheses) and quantitative (includes the analysis of quantitative data collected with the use of a structured questionnaire). Findings Results indicate that knowledge management, intellectual capital, organisational capabilities and organisational culture have significant direct and indirect effects on innovation, underlining the importance of their simultaneous enhancement. Finally, the positive effect of innovation on the creation of competitive advantages is empirically validated, bridging the gap in the relevant literature and offering avenues for additional future research. Originality/value The causal relationship between innovation and competitive advantage, despite its significant theoretical support, has not been empirically validated. The present paper aspires to bridge this gap, investigating the impact of innovation on the development of competitive advantages. Moreover, the present study adopts a multidimensional approach that has never been explored in the existing innovation literature, making the examination of the proposed conceptual framework an interesting research topic.

scholarly journals Parasitism of Aedes albopictus by Ascogregarina taiwanensis lowers its competitive ability against Aedes triseriatus

2021 ◽  
Vol 14 (1) ◽  
Author(s):  
Emma Stump ◽  
Lauren M. Childs ◽  
Melody Walker
Keyword(s):  
Population Dynamics ◽  
Competitive Advantage ◽  
Aedes Albopictus ◽  
Abiotic Factors ◽  
Mosquito Species ◽  
Disease Spread ◽  
Aedes Triseriatus ◽  
La Crosse Virus ◽  
The Impact ◽  
Ascogregarina Taiwanensis

Abstract Background Mosquitoes are vectors for diseases such as dengue, malaria and La Crosse virus that significantly impact the human population. When multiple mosquito species are present, the competition between species may alter population dynamics as well as disease spread. Two mosquito species, Aedes albopictus and Aedes triseriatus, both inhabit areas where La Crosse virus is found. Infection of Aedes albopictus by the parasite Ascogregarina taiwanensis and Aedes triseriatus by the parasite Ascogregarina barretti can decrease a mosquito’s fitness, respectively. In particular, the decrease in fitness of Aedes albopictus occurs through the impact of Ascogregarina taiwanensis on female fecundity, larval development rate, and larval mortality and may impact its initial competitive advantage over Aedes triseriatus during invasion. Methods We examine the effects of parasitism of gregarine parasites on Aedes albopictus and triseriatus population dynamics and competition with a focus on when Aedes albopictus is new to an area. We build a compartmental model including competition between Aedes albopictus and triseriatus while under parasitism of the gregarine parasites. Using parameters based on the literature, we simulate the dynamics and analyze the equilibrium population proportion of the two species. We consider the presence of both parasites and potential dilution effects. Results We show that increased levels of parasitism in Aedes albopictus will decrease the initial competitive advantage of the species over Aedes triseriatus and increase the survivorship of Aedes triseriatus. We find Aedes albopictus is better able to invade when there is more extreme parasitism of Aedes triseriatus. Furthermore, although the transient dynamics differ, dilution of the parasite density through uptake by both species does not alter the equilibrium population sizes of either species. Conclusions Mosquito population dynamics are affected by many factors, such as abiotic factors (e.g. temperature and humidity) and competition between mosquito species. This is especially true when multiple mosquito species are vying to live in the same area. Knowledge of how population dynamics are affected by gregarine parasites among competing species can inform future mosquito control efforts and help prevent the spread of vector-borne disease.

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