Tata Steel is presently an EVA + steel company and has a vision to become a dominant player in the global steel industry by entering new markets and developing new enhanced applications of steel. Mr. B Muthuraman, Managing Director of Tata Steel, reviewed the strategic initiatives and...

This paper focuses on institutional philanthropy by retail firms, utilizing foundations connected to the top 50 global retailers as a case study. The purpose of this research is threefold: 1) To explore the philanthropic propensity of global retailers; 2) To define a typology of foundations...

Internal branding has been emerging recently as an important issue in marketing field. This study provides insights into how job satisfaction, internal marketing and brand orientation shape employees internal brand equity. Empirical data were collected by a questionnaire distributed to food and...

RESUMENDado el contexto empresarial de los últimos años, las relaciones públicashan tomado un papel importante en el desarrollo del marketing tanto anivel estratégico de comunicación como del branding y del marketingintegral. Esto derivó en un gran auge en donde actualmente se...

In this paper we showed that marketing is responsible for serving the interests of the society. Initially, marketing was condemned for instigating to socially adverse behaviors. Nowadays, the reputation of marketing is restored, as public decision-makers discovered the importance of marketing in...

Der Artikel verbindet Ergebnisse der Lebensstilforschung mit den moraltheoretischen Voraussetzungen einer Verantwortung von Konsumenten als integraler Bestandteil der Wirtschaftsethik. Die Bedeutung von Schichtfaktoren wie Einkommen und Bildung sowie Grundorientierungen der sozialen Milieus in...

Marka, günümüzde ürünlere ayırt edici nitelik kazandırarak tüketici tarafından tercih edilmesini sağlayan en önemli faktörlerden biridir. Tüketici için marka, güven, kalite, iyi hizmet ve kendini ifade etmek demektir. Günümüzde yoğun tüketim toplumunda, geniş bir ürün...

In a period of world financial crisis which hinders the common development of businesses and strongly affects human and material resouces, all companies are concerned with buying behaviors changing. On the other hand, business environments realize that surviving over the crisis period depends on...

El caso presenta la campa˜na de mercadeo realizada por Ecopetrol entre 2009 y 2012 para la introducción en Colombia del diésel ultra bajo de azufre denominado diésel limpio. Se examina la campa˜na desde 2 puntos de vista: el primero, el posicionamiento de Ecopetrol como una de las empresas...

This paper presents an overview of corporate social responsibility (CSR) drivers within retailers’ supply chains, following a multiple perspective of the different players involved. The study is focused on the relationship between European retailers and small-medium enterprises in the food...