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Business networks along innovation life cycle
Codini, Anna Paola - In: Journal of Business & Industrial Marketing 30 (2015) 3/4, pp. 329-341
affect the evolution of innovation along the different steps of technology life cycle. Design/methodology/approach – The …
Persistent link: https://www.econbiz.de/10014844703
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Brand trust in an age without trust: expert opinions
Lantieri, Tara; Chiagouris, Larry - In: Journal of Consumer Marketing 26 (2009) 2, pp. 78-86
take to insulate their brands in a climate of mistrust. Design/methodology/approach – Brand trust has been studied … business and its products. Qualitative research in the form of a series of in‐depth interviews with experts in brand strategy … the brand management team.  …
Persistent link: https://www.econbiz.de/10014848712
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Dubai – a star in the east
Stephens Balakrishnan, Melodena - In: Journal of Place Management and Development 1 (2008) 1, pp. 62-91
Purpose – Worldwide approximately 200 national economies are competing in the destination market. In 2006, global government and capital expenditure exceeded US$1,480 billion making destination branding an important concept that still remains fragmented and unplanned. Dubai, an emirate of the...
Persistent link: https://www.econbiz.de/10014899129
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Ambassador networks and place branding
Andersson, Marcus; Ekman, Per - In: Journal of Place Management and Development 2 (2009) 1, pp. 41-51
Purpose – The use of brand ambassadors is a quite recent phenomenon, even in the business world. This paper aims to … the place brand as a “relational brand network”, extending place branding beyond a matter of just one‐way communication … brand management. Originality/value – Research on the application of ambassador networks in place marketing seems to be …
Persistent link: https://www.econbiz.de/10014899150
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Image management in sport organisations: the creation of value
Ferrand, Alain; Pages, Monique - In: European Journal of Marketing 33 (1999) 3/4, pp. 387-402
Persistent link: https://www.econbiz.de/10014723323
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How Specsavers attracts and nurtures outstanding talent
Newby, Leah; Howarth, Chris - In: Strategic HR Review 11 (2012) 4, pp. 193-198
&Pictures, which created a high‐end internal brand, INsight, to showcase the new five‐part recruitment and development program …
Persistent link: https://www.econbiz.de/10015015192
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Brand parody: a communication strategy to attack a competitor
Jean, Sylvie - In: Journal of Consumer Marketing 28 (2011) 1, pp. 19-26
this study is to gauge the consequences of parody on attitudes towards the brand that is the victim of the parody. Design …/methodology/approach – The data collection was carried out in an experiment design in two steps (before and after brand parody exposure) in order … to measure the effects of a parody exposition on brand‐parodied attitude. Findings – The results show that average level …
Persistent link: https://www.econbiz.de/10014848856
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Logical brand management in a dynamic context of growth and innovation
Logman, Marc - In: Journal of Product & Brand Management 16 (2007) 4, pp. 257-268
Purpose – The aim of this paper is to propose a consistent framework that allows the brand manager to detect innovation … for brand managers who want to evaluate innovation and growth options. Originality/value – This paper “integrates” many …/growth opportunities and risks. Design/methodology/approach – The paper is based on an extensive theoretical study of innovation and growth …
Persistent link: https://www.econbiz.de/10014895975
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Bringing gourmet coffee to India: lessons of an Italian firm in an emerging market
Bertoldi, Bernardo; Giachino, Chiara; Marenco, Silvio - In: Journal of Business Strategy 33 (2012) 5, pp. 32-43
to the Indian market. This paper aims to investigate brand strategies implemented by food and beverage firms going … international and, in particular, to determine how to build the brand strategy on entering emerging markets through acquisitions …. The research focused on the brand strategy for the specific case of the Lavazza Company by using a qualitative approach …
Persistent link: https://www.econbiz.de/10014845365
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HR’s role in developing brand personality ‐ An interview with Diane Gayeski
Gorman, Bob - In: Strategic HR Review 4 (2005) 3, pp. 20-23
strategic role HR has to play in aligning corporate culture with the external brand. Here she explains to Bob Gorman why the …
Persistent link: https://www.econbiz.de/10015014830