scholarly journals Expanding Nature: Product-Line and Brand Extensions of a Scientific Journal

2021 ◽  
Author(s):  
Khelfaoui ◽  
YVES GINGRAS
Keyword(s):  
Scientific Journal ◽  
Product Category ◽  
Symbolic Capital ◽  
Scientific Field ◽  
Product Line ◽  
Brand Extensions ◽  
Line Extension ◽  
Research Cycle ◽  
Branding Strategies ◽  
Academic Rankings

Academic publishers now market their most prestigious journals as commercial brands. This paper investigates this trend in the scholarly publishing market, by analyzing how the successive owners of the journal Nature have capitalized on its reputation to generate additional profits to those already accumulated through university library subscriptions. Two branding strategies of the journal Nature are analyzed: the first one, product-line extension, consists in extending the Nature brand in the same product category, by creating an ever-increasing number of derived Nature journals; the second one, brand extension, consists in extending the Nature brand to other categories of products and services, such as academic rankings, sponsored supplements, feature advertisements, or webinars and trainings. The Nature brand leveraging strategy has been imitated by many other journal publishers. These branded products and services are well suited to the particular dynamics of the scientific field, which is based on the continuous quest for recognition. They are thus sold at all stages of the research cycle, from writing grants to popularizing research results, to scientists and academic institutions competing to accumulate symbolic capital. In this respect, academic publishers that engage in scholarly journal branding contribute to the transformation of the scientific “community” into a scientific market.

Competitive Effects of Front-of-Package Nutrition Labeling Adoption on Nutritional Quality: Evidence from Facts Up Front–Style Labels

2020 ◽  
Vol 84 (6) ◽  
pp. 3-21 ◽  
Author(s):  
Joon Ho Lim ◽  
Rishika Rishika ◽  
Ramkumar Janakiraman ◽  
P.K. Kannan
Keyword(s):  
Nutritional Quality ◽  
Large Scale ◽  
Product Category ◽  
Underlying Mechanism ◽  
The United States ◽  
Product Line ◽  
Nutrition Labeling ◽  
Competitive Response ◽  
Data Set ◽  
Packaged Food

“Facts Up Front” nutrition labels are a front-of-package (FOP) nutrition labeling system that presents key nutrient information on the front of packaged food and beverage products in an easy-to-read format. The authors conduct a large-scale empirical study to examine the effect of adoption of FOP labeling on products’ nutritional quality. The authors assemble a unique data set on packaged food products in the United States across 44 categories over 16 years. By using a difference-in-differences estimator, the authors find that FOP adoption in a product category leads to an improvement in the nutritional quality of other products in that category. This competitive response is stronger for premium brands and brands with narrower product line breadth as well as for categories involving unhealthy products and those that are more competitive in nature. The authors offer evidence regarding the role of nutrition information salience as the underlying mechanism; they also perform supplementary analyses to rule out potential self-selection issues and conduct a battery of robustness checks and falsification tests. The authors discuss the implications of the findings for public policy makers, consumers, manufacturers, and food retailers.

Radiance: transaction level pricing in the Indian fireworks industry

2014 ◽  
Vol 4 (3) ◽  
pp. 1-9
Author(s):  
Neeraj Pandey ◽  
Gaganpreet Singh
Keyword(s):  
Cash Flow ◽  
Value Chain ◽  
Product Category ◽  
Subject Area ◽  
Product Line ◽  
Marketing Management ◽  
Consumption Pattern ◽  
Promotion Strategy ◽  
Pricing Policy ◽  
Content Type

Subject area Pricing, Marketing Management, Strategic Marketing. Study level/applicability The case can be used for pricing course besides Marketing Management and Strategic Management course to MBA students and/or for Management Development Programmes. Case overview ABC Fireworks Private Limited, located in Saharanpur, was into business of manufacturing fireworks under the brand name of Radiance. The owner Mr Sudhir Kapoor was satisfied with the present revenue growth and profit margin except that the cash flow was quite intermittent. The consumption pattern of Indian fireworks industry was highly skewed. Approximately 90 per cent of the entire year manufactured stock had retail market of just 5 days ahead of Diwali festival. To cater to this massive demand, the production was carried out for the whole year. Mr Kapoor was planning to restructure pricing policy so as to have regular cash flow throughout the year. To meet this objective, he was considering price promotion strategy as a preferred option which would enable his marketing team to offer specific discounts to stockists using time slab mechanism. The fireworks industry had four channel distribution processes. The product line was broadly divided into three categories, namely, sound, aerial shots and sparkles. The organization was not into manufacturing of aerial shots product category but was planning to make a foray into it. The case provides interesting insights into pricing dynamics prevalent in the Indian fireworks industry. It includes first-hand information about fireworks price, cost break-up and profit distribution among various members of the industry's value chain. Expected learning outcomes The case enables students to learn the concept and application of pricing, price-based promotion, discounts and price waterfall analysis in the firework industry. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions

2003 ◽  
Vol 67 (1) ◽  
pp. 4-13 ◽  
Author(s):  
Subramanian Balachander ◽  
Sanjoy Ghose
Keyword(s):  
Panel Data ◽  
Brand Choice ◽  
Brand Extension ◽  
Spillover Effects ◽  
Product Line ◽  
Brand Extensions ◽  
Parent Brand ◽  
Product Line Management ◽  
Scanner Panel Data ◽  
Scanner Panel

A commonly advanced rationale for the proliferation of brand extensions is companies’ motivation to leverage the equity in established brands, thereby developing profitable products relatively easily. A more interesting strategic argument for brand extensions that has been advanced is that extensions would favorably affect the image of the parent brand and thereby influence its choice. In this research, the authors investigate the existence of such reciprocal spillover effects emanating from the advertising of a brand extension. The authors use scanner panel data and study spillover effects of advertising on brand choice. They develop implications for brand and product line management.

scholarly journals On relations in science: the case of the scientific journal editorial board

2021 ◽  
Vol 4 (1-2) ◽  
pp. 23-32
Author(s):  
D. Yu. Bolshakov
Keyword(s):  
Scientific Journal ◽  
Scientific Field ◽  
Specific Topic ◽  
Joint Work ◽  
Scientometric Indicators ◽  
Nearest Neighbours ◽  
Journal Editorial ◽  
The Core Competence ◽  
Scientific Fields

This article analyses the connections between members of the editorial board of a scientific journal which are formed based on their reviews of scientific articles. It is shown that the connections can be represented as a graph. The research uses the data for six years of article reviewing in the scientific and technical Journal of "Almaz — Antey" Air and Space Defence Corporation.The methods of analysis are combinatorics and graph theory, as well as the relevant graph characteristics: adjacency matrix, incidence matrix, reachability matrix, graph fullness and connectivity, nearest neighbours graph and graph spanning tree.It is shown that cooperation of the reviewers of the Journal helps plot a connected graph with links between any two vertices, i.e. between any reviewers.The graph is analysed and the methods of its application to calculate the Journal’s scientometric indicators are demonstrated. As the research reveals, a journal that publishes articles in numerous disciplines forms connections between all reviewers and this parameter can be indicative of interchangeability within the scientific fields or, conversely, of a joint work in this scientific field when reviewing manuscripts. Based on the research results, it is possible to search for new reviewers in the areas where competencies are underdeveloped. And by the areas where competencies are strong, we can determine the core competence of the reviewers of a scientific journal, reflecting the main focus of the evaluated scientific research.The work resulted in the formulated scientometric indicators of the journal, which can be used to search for and involve new reviewers or to represent data on a strong team of reviewers on a specific topic, as well as on a new scientific field just emerging for research.

Red Bull (Abridged)

2017 ◽  
pp. 1-8
Author(s):  
Paul W. Farris ◽  
Ervin R. Shames ◽  
Richard R. Johnson ◽  
Jordan Mitchell
Keyword(s):  
United States ◽  
Word Of Mouth ◽  
Product Category ◽  
New Product ◽  
The United States ◽  
Product Line ◽  
Brand Building ◽  
History Of ◽  
Brand Product ◽  
Red Bull

This case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider where Red Bull will take its brand, product line, and marketing next, in light of many competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and products targeted toward younger consumers.

scholarly journals Product Line Extension among New England Craft Breweries

2016 ◽  
Vol 46 (1) ◽  
pp. 73-86 ◽  
Author(s):  
Joshua Berning ◽  
Michael McCullough
Keyword(s):  
New England ◽  
Product Line ◽  
Rapid Expansion ◽  
Economic Environment ◽  
Brewing Industry ◽  
Product Lines ◽  
Capital Costs ◽  
Line Extension ◽  
Competitive Nature ◽  
The U.S

The U.S. brewing industry was at a low point in the 1980s. Since that time, more than 4,000 new breweries of varying scales and scopes have entered the market. Given the rapid expansion in this industry, which involves large capital costs, it is useful to consider the competitive nature of individual firms. Using a sample of New England breweries, this study identifies several firm and geographic attributes that are linked to firms’ product offerings. We find that the breadth of product lines and nature of competition varies by brewery type and by the economic environment of the market.

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