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Moor, Liz. "Branding Consultants as Cultural Intermediaries". Sociological Review 56, n. 3 (agosto 2008): 408–28. http://dx.doi.org/10.1111/j.1467-954x.2008.00797.x.
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Vusparatih, Dina Sekar. "Biro Konsultan PR dan Kompetensi Praktisi PR di Era Industrialisasi Komunikasi dan Pencitraan". Humaniora 4, n. 1 (30 aprile 2013): 287. http://dx.doi.org/10.21512/humaniora.v4i1.3439.
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The world of communication starts to experience rapid development in various aspects of life, almost all over the world. In Indonesia, it is marked by the emergence of a lot of tv and radio stations, and started the trend of imaging strategy efforts that is used to win the regional election, nasional election, and even to win marketing competition through company’s products or services image branding. This phenomenon is the opportunity for PR consultants to be successful team in designing appropriate communication strategies and appropriate steps to build the image. This opportunity is used by many people which is characterized by the proliferation of consultancies. Competition between consultants becomes so tight considering the companies or organizations that intend to hire consultants also want the best. Competitive bidding process was conducted, to win this, it needs solid team of consultants required in skills and morally. PR competencies of each member are needed to grow into a successful PR consultant.
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Jafari, Parisa, Sirous Fakhimiazar, Hosein Budaghi Khajenobar e Soleyman Iranzadeh. "Development of a Social Media Branding Model for Marketing Consultancy: A Study on Content Sharing Practices". International Journal of Innovation Management and Organizational Behavior 3, n. 3 (2023): 100–105. http://dx.doi.org/10.61838/kman.ijimob.3.3.12.
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Objective: The research examines the strategic and tactical aspects of content sharing as a means to enhance visibility, engagement, and brand loyalty in the digital realm, drawing on perspectives from managers and experts in marketing consultancy. Method: Employing a mixed-methods approach, which combines qualitative interviews and quantitative surveys, the study provides insights into current practices, challenges, and opportunities that marketing consultants face in utilizing social media for branding. Findings: Through qualitative analysis, the study identifies key factors influencing successful branding on social media, including the creation of appealing content and strategic interaction with customers. Conclusion: This research contributes to the advancement of knowledge in the field of social media marketing and offers practical recommendations for industry professionals, enabling them to adapt to the dynamic nature of online branding in the digital age. Recommendations are provided for leveraging digital marketing strategies to improve brand image and performance, ultimately aiming to guide businesses in navigating the evolving landscape of social media branding.
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Cheetirala, Tanvi, e Paul McNamara. "‘A Rose By Any Other Name’: would re-branding help general practice?" British Journal of General Practice 74, suppl 1 (giugno 2024): bjgp24X737409. http://dx.doi.org/10.3399/bjgp24x737409.
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BackgroundPrimary care is a challenging and evolving specialty. We are increasingly dealing with patients who present with complex multi-morbidities and varied constellations of symptoms that we need to masterly unravel with limited time and resources. Yet, how many times have we said or heard ‘just a GP.’AimThis study investigated the attitudes and opinions of primary care professionals towards a change in title to reflect our evolving role.MethodWe conducted a cross-sectional survey from 15 to 22 March 2022. A PubMed literature search was undertaken to formulate a questionnaire that was distributed through an online link to medical students and primary care health professionals.ResultsThere were 401 medical professionals and students who participated in the survey. Overwhelmingly, 95% felt that the public perceives the professional status and qualifications of GPs as inferior to that of hospital consultants. 94% felt hospital colleagues and other health professionals perceived the professional status and qualifications of GPs as inferior to consultants. 90% would support a change in title from GP to consultant in primary care or family medicine consultant (or similar). Many felt this would reflect the evolving role of GPs. 72% felt strongly that the title change would help improve the current GP recruitment crisis.ConclusionGeneral practice is on a knife edge. Real, meaningful changes are needed to avoid a mass exodus of GPs for pastures new. Perhaps changing our title to reflect our expertise in family medicine could be one of many essential measures to improve public and professional perceptions.
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Davies, Melissa, Michael L. Naraine e Brandon Mastromartino. "Puck Drop in the Pacific Northwest: Building Brand Equity for a New Professional Sport Franchise". Case Studies in Sport Management 8, n. 1 (1 gennaio 2019): 18–24. http://dx.doi.org/10.1123/cssm.2018-0035.
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This case asks participants to take on the role of a brand consultant, working for the fictional brand management firm, BrandNew, to advise on the branding of a new National Hockey League (NHL) franchise. The consultant will need to identify the strengths and weaknesses in the brand equity for three previous NHL expansion or relocation teams (i.e., Vegas Golden Knights, Winnipeg Jets, Carolina Hurricanes) in order to understand what goes into selecting an effective team name, color scheme, logo, mascot, and how to socially integrate into the host city market. Consultants will then make recommendations for the NHL’s next expansion team in Seattle, Washington, so as to build sustained brand equity in the Seattle market.
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O'Connor, William J. "Consultants and Clients: Relationships, Branding, and the New Rules of Engagement". Design Management Journal (Former Series) 7, n. 2 (10 giugno 2010): 71–75. http://dx.doi.org/10.1111/j.1948-7169.1996.tb00485.x.
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Bolin, Göran, e Galina Miazhevich. "The soft power of commercialised nationalist symbols: Using media analysis to understand nation branding campaigns". European Journal of Cultural Studies 21, n. 5 (3 febbraio 2018): 527–42. http://dx.doi.org/10.1177/1367549417751153.
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Since the late 1990s, nation branding has attracted a lot of attention from academics, professional consultants and government actors. The ideas and practices of nation branding are frequently presented by branding advocates as necessary and even inevitable in the light of changing dynamics of political power and influence in a globalised and media-saturated world. In this context, some have argued that nation branding is a way to reduce international conflict and supplant ethno-nationalism with a new form of market-based, national image management. However, a growing body of critical studies has documented that branding campaigns tend to produce ahistorical and exclusionary representations of the nation and advance a form of ‘commercial nationalism’ that is problematic. Importantly, the critical scholarship on nation branding has relied primarily on sociological and anthropological theories of nationhood, identities and markets. By contrast, the role of the media – as institutions, systems and societal storytellers – has been undertheorised in relation to nation branding. The majority of the existing literature tends to treat the media as ‘neutral’ vehicles for the delivery of branding messages to various audiences. This is the guest editors’ introduction to the Special Issue ‘Theorizing Media in Nation Branding’, which seeks to problematise this overly simplistic view of ‘the media’ and aims to articulate the various ways in which specific media are an integral part of nation branding. It adopts an interdisciplinary approach and problematises both the enabling and the inhibiting potentialities of different types of media as they perpetuate nation branding ideas, images, ideologies, discourses and practices.
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Pagis, Michal, e Galit Ailon. "The Paradoxes of Self-Branding". Work and Occupations 44, n. 3 (25 maggio 2017): 243–67. http://dx.doi.org/10.1177/0730888417709327.
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Research has demonstrated the growing preoccupation with self-branding among professionals struggling with the precarious labor market. Much of this work has considered self-branding a commodification process turned inward, blurring the distinction between self and market. Yet, little attention has been paid to self-branding implementation. Conceptualizing self-branding as a rhetorical genre, the authors analyze the webpages of 100 self-declared consultants and identify three emphases: the construction of uniqueness, friendliness, and realness. The authors illustrate that in each of these emphases, creative and sophisticated rhetorical devices are utilized to place the “self” at center stage while distancing all market-based connotations. As such, the authors argue, the implementation of self-branding builds on and reaffirms a distinction between “self”—presented as unique, intimate, and real, and “market”—presented as competitive, instrumental, and unauthentic. The authors propose that the revealed attempt to distance the market from displays that are promotional and market-oriented is inherently paradoxical, marking a trajectory of change for professional identities. Such effort shifts the competitive axis from a focus on services to a focus on reliability and authenticity of display, indicating the centrality of a new type of rhetorical labor, skills, and cultural capital in the contemporary market era.
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Pérez del Castillo, Teresa, Paloma Díaz Soloaga e Julie McColl. "Lifestyle branding as a brand-oriented positioning strategy: Insights from Spanish fashion consultants". Journal of Global Fashion Marketing 11, n. 4 (5 agosto 2020): 361–79. http://dx.doi.org/10.1080/20932685.2020.1791727.
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Pinello, Cinzia, Pasquale Massimo Picone e Arabella Mocciaro Li Destri. "Co-branding research: where we are and where we could go from here". European Journal of Marketing 56, n. 2 (25 gennaio 2022): 584–621. http://dx.doi.org/10.1108/ejm-02-2021-0073.
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Purpose The motivations behind co-branding alliances, the differences in performance between the paired brands and the emergence of “spillover effects” have been pillars of the marketing research agenda for almost three decades. We observe an extensive number of studies on co-branding alliances, combined with multiple theoretical perspectives and empirical approaches informing extant literature. The purpose of this paper is to summarize of the state of the art of this research. Design/methodology/approach The authors offer a systematic literature review of 190 papers on co-branding alliances. The authors portray a picture of the theories informing co-branding research and build a conceptual framework that summarizes the concepts and variables used in this literature. Finally, 11 interviews with managers and consultants of European firms help to reveal potential problems in practice and needs that are not captured by previous studies. Findings The authors develop a map of theories used to investigate co-branding alliances and build a conceptual framework linking motivations, co-branding alliance implementation and outputs. Finally, the authors propose a structured research agenda. Research limitations/implications The main implication relies on the structured research agenda. Practical implications Practical implications include the identification of the variables and dimensions involved in a brand alliance to exploit the strengths and moderate the weaknesses of a brand. Originality/value This paper highlights how co-branding is embedded in different contexts and dimensions regarding both firms and consumers. The two maps presented in this study underscore the interdependence among such dimensions. The authors interview marketing experts to validate the conceptual framework and to help us extract the managerial implications that stem from it.
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Evelina, Lidya Wati, e Karina Sarah Praishella. "The Customer Experience of Fashion Collaboration Branding Uniqlo Marni in Indonesia". E3S Web of Conferences 426 (2023): 02040. http://dx.doi.org/10.1051/e3sconf/202342602040.
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Uniqlo’s collaboration with luxury brand Marni brings Marni’s signature aesthetic at an affordable price. This study aims to describe the customer experience of Uniqlo Marni products in Indonesia. The research method uses a qualitative descriptive approach. Data collection was carried out through semi- structured research by interviewing Uniqlo customers consisting of models, legal consultants, entrepreneurs, and employees based on the Schmitt concept. In the perceived component, the customer is proud to own this collaboration product. Then, the think component occurs when a customer succeeds in buying products from a well-known brand at a rational price. The customer act component by purchasing this collaboration product carries the genderless theme in accordance with the lifestyle of young people who prioritize appearance. Next, the relate component occurs when the customer is satisfied with the Uniqlo Marni collaboration product and follows the progress of the collaboration. The conclusion of this study shows that customers acknowledge that this collaboration has succeeded in creating memorable experiences, and they are looking forward to Uniqlo’s collaboration with other brands.
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Sheikh, Alireza, e Ming Lim. "The making of brand attachment and brand meanings: the case of a UK engineering services firm". Marketing Intelligence & Planning 33, n. 6 (7 settembre 2015): 887–907. http://dx.doi.org/10.1108/mip-06-2014-0106.
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Purpose – The purpose of this paper is to provide insights into how engineering employees perceive the functional, ethical and political dimensions of the corporate brand and its meaning(s) for other stakeholders. Design/methodology/approach – The paper explores brand meaning and brand attachment in the case of employees in an engineering consultancy firm operating within the defense and artillery systems sector. In-depth interviews with managers and consultants at a cross-section of organizational levels along with thematic and reflexive interpretation of qualitative data have been carried out. Findings – Identity-based definitions of the brand, the definitions of a “strong engineering brand”, associations of the corporate brand with engineers’ personal brands, brand essence and integration and the meanings of a military brand have all been raised, explored and discussed from the engineer’s perspective. Research limitations/implications – This paper is among the first of its kind to pursue brand research in an engineering-intensive firm with military and defense brand associations. Future research is encouraged to add further detail and verification to the themes and findings of this paper. Practical implications – The military context is enmeshed with high levels of sensitivity and difficult research access particularly upon brand-related academic research. This has led in part to very limited marketing and branding knowledge into this setting despite its significance. Social implications – Given that the engineering consulting sectors are among the top drivers of employment and knowledge advancement, and given that brand associations have considerable impacts on employees’ identification, self-awareness and emotional well-being, understanding the dynamism and complexities of employee-brand associations is inevitable in these settings. Originality/value – The defense context has unique characteristics and has hitherto remained an under-researched context with respect to branding. This is despite that the defense sector deserves to be in the spotlight because professionals’ voices are rarely heard and acknowledged within the branding literature.
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Epps, Fayron, Dawn M. Aycock, Andy Suggs e Miranda A. Moore. "Placing Nurse-Led Programs in the Hands of the Right Consumers: The Value of Collaborating With Branding Consultants". Research in Gerontological Nursing 15, n. 1 (gennaio 2022): 2–4. http://dx.doi.org/10.3928/19404921-20211209-01.
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G., Karthik, e Karpagavalli G. "A Study on Analysing the Job Seekers' Perception and the Strategies of Recruitment Marketing". Journal of Micro & Small Business Management 3, n. 2 (7 novembre 2022): 19–25. http://dx.doi.org/10.46610/jmsbm.2022.v03i02.003.
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The goal of the study is to demonstrate why a recruitment agency would utilize the employer branding of one of its clients as a recruitment marketing technique to draw in talent and fill the appropriate positions for their client's business. This study shows how businesses and job seekers have started to emphasize the importance of recruiting firms. But on the other hand, they should definitely build a relationship with job seekers who depend on recruitment firms to land a position at any respectable organization. These studies provide you an overview of the relationship between organizational traits, various aspects of job choice, and Candidate's perceptions of the job. This study also illustrates how employers and job seekers are beginning to recognize the value of recruitment agencies. A recruitment company will use their client's employer branding as a recruitment marketing tool to attract talent and fill the right position for their client's company in order to understand the terms recruitment marketing, employer value proposition, candidate perception for an organization, key features that attract a candidate to a specific company, segmentation, and personalization in recruitment marketing. Despite the numerous advantages of recruitment consultants' marketing efforts, some businesses still have misconceptions concerning what these options can do, exactly what they are capable of, and how they should be used. According to the findings of this study, one approach to addressing this issue is to improve employer branding. The challenge identified by this research can be tried to solve by leveraging candidates' perceptions, which will shift from generation to generation, and collaborating with recruitment firms to help candidates become more well-informed and aware of the benefits of the position.
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Kohli, Ajay, Samantha Castillo, Uma Thakur e Avneesh Chhabra. "Structured Reporting in Musculoskeletal Radiology". Seminars in Musculoskeletal Radiology 25, n. 05 (ottobre 2021): 641–45. http://dx.doi.org/10.1055/s-0041-1736412.
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AbstractMusculoskeletal (MSK) radiologists are predominantly consultants in the service departments of health care. Unlike the manufacturing industry, quality controls are difficult to institute in a service industry and more variability is expected. Structured reporting is a unique way to institute quality standards, and by using the checklist approach with uniform terminology, it can lead to more homogeneity and consistency of reporting, concise lexicon use within and across practices, minimization of errors, enhancement of divisional and departmental branding, improvement of interdisciplinary communications, and future data mining. We share our experience from more than a decade of structured reporting in the domain of MSK radiology, our practice standards, and how reporting has evolved in our MSK practice. Further discussions include future directions aided by machine learning approaches with augmented reality and the possibility of virtual fellowship and training using consistent lexicons and structured reporting.
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Sarabia-Sanchez, Francisco J., e Maria J. Cerda-Bertomeu. "Expert stakeholders’ expectations of how the public sector should act in place branding projects". Journal of Place Management and Development 11, n. 1 (5 marzo 2018): 78–96. http://dx.doi.org/10.1108/jpmd-04-2016-0026.
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Purpose A place brand is a public instrument for territorial development that needs a strategic design that is made by the public sector with the support of experts. To ensure that this design has the greatest chances, there should be an alignment between them regarding how the public sector should act when designing the place brand. This study aims to analyze the alignment and polarization among experts regarding this topic and whether experts with different place brand visions show different expectations in the public sector. Design/methodology/approach A Web survey was conducted using a sample (n = 260) of four types of experts (politicians, scholars, public managers and consultants) in Latin America and Spain. Findings First, there is high agreement that the public sector should have an active role and an open attitude to establish relationships with the private and voluntary sectors. This favors the dialogue among brand creators and generates a shared vision. Second, there is an elevated alignment with regards to which roles the public sector should play, independently of experts’ place brand visions. Finally, four aspects derived from the four place brand visions are detected that can favor different final approaches regarding the place brand strategic design. Research limitations/implications The study has been performed in Latin America and Spain. Other studies in other areas can complete the previous results. Originality/value The results show how experts perceive the desirables behaviors from the public sector, which is a missing topic in place brand literature.
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Robinson Beachboard, Martine. "Small Business Conformity with Quality Website Design Criteria in a Marketing Communication Context". Informing Science: The International Journal of an Emerging Transdiscipline 20 (2017): 195–214. http://dx.doi.org/10.28945/3852.
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Aim/Purpose: Professional companies selling persuasive-communication services via the World Wide Web need to be exemplars of effective informing practices. Their credibility is at risk if their websites do not excel in marketing message and use of medium. Their unique brands need to be expressed through website technology and content, or they cannot compete successfully. Background: Compares marketing communication consultants’ websites with expert criteria. Methodology: Content analysis of 40 advertising agency websites. Contribution: Links an evaluation of advertising agency compliance with expert website criteria to established branding constructs. Findings: Most small advertising agencies could improve their brand reputations through better compliance with experts’ recommended website design and content criteria. Recommendations for Practitioners: A hierarchy of recommendations for practitioners is offered, addressing ease and importance. Impact on Society: Clarity and credibility of message and medium improve our ability to practice effective informing. Future Research: Explore online communications of specialized populations such as digital marketing experts.
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Scolere, Leah, Urszula Pruchniewska e Brooke Erin Duffy. "Constructing the Platform-Specific Self-Brand: The Labor of Social Media Promotion". Social Media + Society 4, n. 3 (luglio 2018): 205630511878476. http://dx.doi.org/10.1177/2056305118784768.
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With the widespread uptake of social media, discourses and practices of self-branding have become a pervasive feature of social and economic life. However, the way in which the digital self-brand gets reproduced across a sprawling social media landscape remains comparatively under-theorized. Our paper therefore draws upon in-depth interviews with 52 online content creators—including designers, artists, writers, and marketing consultants—to examine how cultural workers present themselves across the panoply of social networking sites. As we show, workers’ self-presentation activities were structured through the production of a platform-specific self-brand, which was based upon the imaginations of (1) platform affordances, (2) audiences, and (3) the producer’s own self-concept. Our findings highlight producers’ compulsion to engage in continuous, cross-platform labor—despite widespread uncertainty about its economic outcomes. We conclude by addressing the stakes of a social media moment when workers of all stripes are prodded to incessantly curate, monitor, and ultimately invest in their online personae.
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Fais, Ainur, e Muh Tasrif. "PUBLIC RELATION STRATEGY OF PT. NATURAL NUSANTARA (NASA) IN BUILDING BRAND AWARENESS". QAULAN: Journal of Islamic Communication 3, n. 2 (7 dicembre 2022): 156–71. http://dx.doi.org/10.21154/qaulan.v3i2.4490.
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Abstract: The research method in this study using qualitative research approach with descriptive analysis. Data collection using interview and documentation. Data analysis technique using Ronald D. Smith’s theory that’s strategic planning for public relations with four stages of branding awareness: formative research, strategy, tactics, and evaluative research. The result of the study is (1) PT. Natural Nusantara is a company that using multi level marketing business system. NASA’s strategy to introducing his products to consumers throught to seminars and training for the members about new product that has been launched. Market analysis, planning and and strategy, tactic of communication also evaluation from the event arranged by the company. (2) A supporting factor in building NASA's brand awareness is the presence of technicians or consultants from each field in the product category who are really qualified, and the obstacle factor is the information system and NASA’s business system can’t entering to the digital platform specifically marketplace because it is prohibited by the Ministry of Trade.
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Guimaraes, Guilherme, Chris Stride e Daragh O'Reilly. "Brand community, loyalty and promise in myfootballclub.co.uk". Sport, Business and Management: An International Journal 6, n. 2 (9 maggio 2016): 137–57. http://dx.doi.org/10.1108/sbm-09-2012-0039.
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Purpose – The purpose of this paper is to link the notions of brand community, loyalty and promise as a reminder to marketers of the importance to brands of keeping their commercial promises to brand community members. Design/methodology/approach – The paper reports on a questionnaire survey (n=500) of members of a sport brand community as part of an investigation into the relationship between brand community and brand loyalty. Findings – Brand loyalty was predicted by age, frequency of attendance, motivations for joining the brand community and the degree to which expectations built by the brand promise are met. Research limitations/implications – In common with many inquiries in the area of brand community, this is a single case study. It is primarily a cross-sectional study, with a minor longitudinal element. Practical implications – Branding practitioners and consultants with responsibility for brand community management issues need to balance the consumer-to-consumer dimensions of community with a careful understanding and operationalisation of the brand promise. Originality/value – This is the first paper to integrate the constructs of brand community and brand loyalty with that of brand promise.
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Cleave, Evan, Godwin Arku e Merlin Chatwin. "Are they Surgeons? or are they Plumbers? Assessing the Role of Private Sector Consultants in Place Branding and Other Place-Based Economic Development Strategies". Public Organization Review 19, n. 2 (2 ottobre 2017): 179–200. http://dx.doi.org/10.1007/s11115-017-0396-0.
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Behrangi, Ramin, Marziye Zende Del Jade Kenari e Alireza Farokh Bakht Foomani. "Identifying the psychological components in the book buying behavior of students of medical sciences universities during the corona epidemic". Journal of Adolescent and Youth Psychological Studies 3, n. 1 (2022): 330–41. http://dx.doi.org/10.61838/kman.jayps.3.1.27.
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Background and Aim: The emerging corona virus has presented new challenges to the printing industry that were unprecedented before, and these challenges include new opportunities and threats. Also, the coincidence of Corona with the paralyzing American sanctions on Iran's economy has caused an unbridled increase in the cost of books and a sharp decrease in the financial capacity of book buyers, which requires a comprehensive research in accordance with the tremendous changes that the simultaneous impact of these two emerging components of Iran's economy (Corona) and the crippling US sanctions) on the pattern of book buying behavior and makes it necessary for the publishing industry. Therefore, this research has identified the psychological components in the book buying behavior of students of medical sciences universities during the corona epidemic as its main goa. Method: The statistical sample was also selected based on the purposeful/judgmental sampling method from among the managers and decision makers of the University of Medical Sciences in Iran, academic professors and prominent organizational consultants. In order to identify the factors affecting the book buying behavior of students of medical sciences universities during the corona epidemic, the qualitative method of data theory of the foundation has been used. Results: Based on the results, social and cultural factors, branding in the field of books, study values, sales promotion and quality of content and structure are the known factors affecting the book buying behavior of students of medical sciences universities during the Corona epidemic. Conclusion: In relation to the social and cultural factor, we find that most people in our country devote limited minutes to study, while in some countries there is an average of 4 hours of study per day. In relation to branding in the field of books, marketing is particularly important, because attracting the satisfaction of the audience and increasing the purchase of books will promote the culture of reading and reading in the country and will bring about the cultural development of the country.
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Mondal, Abdul Hannan, Shyam Sundar Dana, Moumita Ray (Sarkar), Nandita Kumari e Ritika Karjee. "Communication Behaviour of Fish Farmers of the FFPO on Scientific Fish Farming". Indian Journal of Extension Education 60, n. 2 (2024): 11–16. http://dx.doi.org/10.48165/ijee.2024.60202.
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The study examined the communication behaviour of within Fish Farmers Producer Organizations (FFPO) in the Purba Medinipur District of West Bengal in 2023. Using a descriptive research design, data were collected from 120 fish farmers representing four FFPOs in the district. 62.5 per cent regularly contacted fellow farmers for information among (personal localite channels) and, 57.5 per cent reached out to private company consultants, extension workers, or input dealers (personal cosmopolite channels). In terms of impersonal cosmopolite channels, 95 per cent used mobile apps and the Internet as their primary sources of fish-farm-related information. Fish farmers predominantly used personal localite channels to purchase improved seed varieties (80.83%) and feeding practices (72.5%). Personal cosmopolite channels were mainly employed to avail financial benefits (79.16%) and disease diagnosis and management (76.66%). Impersonal cosmopolite channels were utilized less, with 24.16 per cent for marketing and branding. Regarding information-processing behaviour, most respondents evaluated information through discussions with fellow farmers (67.5%) and deliberation based on previous experiences (34.16%). Information storage was accomplished through memorization (75.83%). Most respondents transferred information by sharing with their fellow members for localized awareness (27.5%). Implementing strategies like regular training, promoting information exchange, and utilizing extension services can improve the communication behaviour of fish farmers within FFPO.
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Skogland, Mari Anna Chatarina, e Geir Karsten Hansen. "Change your space, change your culture: exploring spatial change management strategies". Journal of Corporate Real Estate 19, n. 2 (8 maggio 2017): 95–110. http://dx.doi.org/10.1108/jcre-07-2016-0024.
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Purpose The purpose of the paper is to explore the use of, and challenges associated with, spatial change management strategies. This is done through a discussion on how spatial environments may be utilised to effect organisational change. The intention is to provoke new thinking on physical change initiatives and to challenge the often highly deterministic view on the effects of contemporary workspace concepts. Design/methodology/approach The paper is structured as a case study-based literature review, drawing on literature from the fields of environmental psychology, organisational branding, corporate real estate and facility management, as well as organisational change management. Findings The study indicates that space management strategies may fail because of the lack of understanding of how organisational events and other contextually specific aspects correlate with the physical change initiative. Succeeding with the spatial strategy requires a strong focus on socio-material relationships and the employee meaning-making process during the spatial change process. Originality/value Contrary to the traditional and rational focus on functional space management strategies, the paper takes a socio-material approach suggesting that there is a need for more empirically based research into the employee meaning-making process and the role of human and organisational practices in the development of new workplace concepts. Focusing on how organisational members understand and “make use of” spatial environments may substantially improve organisations and building consultants’ abilities to strategically manage the physical change initiative and achieve the intended ends.
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Lopez, Carmen, e George Balabanis. "The influence of a country’s brands and industry on its image". European Journal of Marketing 55, n. 1 (30 settembre 2020): 27–62. http://dx.doi.org/10.1108/ejm-06-2018-0414.
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Purpose Extant research has largely treated country image (CI) as an exogenous variable, focusing mostly on its consequences for consumers’ evaluations and purchases of products or brands originating from a country. Scant research has examined the instrumental role of a country’s brands and products in the evaluations of CI. This study aims to investigate how the brands of a country contribute to CI ratings and the conditions underlying their effect on CI. Design/methodology/approach Three experimental studies test the hypotheses, one pertaining to the effect of brands on CI (N = 227), the second to the effect of products on CI (N = 116) and the third to the effect of brands and products on industry image (N = 215). The experimental approach overcomes the limitations of cross-sectional surveys commonly used in CI studies to detect the direction of the observed effects. Furthermore, respondents (British consumers) were allowed to determine the brands and products associated with a country. Findings Drawing on memory schema theory, across three studies, the authors identify two types of reverse inferences: from brand to CI and from product category to CI. The reverse inference from a brand to a superordinate image is stronger for industry image than for CI. Research limitations/implications This research focuses on consumers’ evaluations from only one country (the UK). Further research could replicate the studies across different countries and with different countries of origin (COOs). Researchers could also examine the influence of brands misidentified with the wrong COO and mistakenly stored as such in consumers’ memories. Practical implications The results are relevant for managers and consultants working with country- (place-) branding campaigns. Brands and industries can help strengthen the evaluations of the economic dimension of different countries; however, these assets are underdeveloped in country-branding campaigns. Linking countries with brands and industries in campaigns could result in positive associations, which, in turn, could enhance the reputational rating of the countries. Originality/value This research extends previous studies on the effects of a country’s products and brands on CI by incorporating the mediating role of industry image between brands/products and CI, separating the effects of brand and product category on CI, allowing consumers to determine, which brands and products are associated with a country and adopting an experimental methodology to ascertain the causal direction of the effects.
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Mariutti, Fabiana Gondim, Mirna de Lima Medeiros e Daniel Buarque. "Exploring citizens’ perceptions of country reputation". Journal of Hospitality and Tourism Insights 3, n. 2 (26 settembre 2019): 137–53. http://dx.doi.org/10.1108/jhti-02-2019-0023.
Testo completoAbstract (sommario):
Purpose The purpose of this paper is to investigate Brazilian residents’ internal perspectives in terms of their satisfaction with the country. The paper identifies the convergences and divergences among factors related to the reputation of Brazil. Design/methodology/approach Residents’ perceptions were investigated by combining measurement scales based on previous studies in the literature; thus, a survey of 236 Brazilian citizens was employed, followed by exploratory factor analysis. Findings Two factors related to country reputation were identified. Factor 1, residents’ perceptions related to their overall satisfaction with Brazil, shows that Brazilians like and respect the country yet have low levels of trust – this dimension involves place attachment because of its emotional influences. Factor 2, representing residents’ perceptions of Brazil’s reputation abroad, shows that Brazilians think the country has a moderately positive image but not a desirable and good reputation abroad – these results indicate the need for improvements through governmental efforts. Research limitations/implications As this study opted for a comprehensive sample and not for a stratified sample, it was not possible to explore specific aspects regarding each region (Midwest, North, Northeast, Southeast and South) of the country. This type of detail could be interesting due to Brazil’s diversity. To identify destination-branding opportunities, further study should investigate Brazilian regions or cities from the residents’ point of view. Practical implications Interdisciplinary debate is encouraged among scholars, consultants, businesses and government authorities involved on the reputation of a country. Social implications Showing how the population feels about the country may offer ways of thinking about how to improve the satisfaction of these “ambassadors” of the brand Brazil, which could have impacts in the foreign perceptions about Brazil. Originality/value This study contributes to the understanding of country reputation by exploring residents’ perceptions and roles related to their satisfaction and attachment to Brazil.
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Wiesenberg, Markus, Alexander Godulla, Katharina Tengler, Inga-Marit Noelle, Julia Kloss, Natalie Klein e David Eeckhout. "Key challenges in strategic start-up communication". Journal of Communication Management 24, n. 1 (10 febbraio 2020): 49–64. http://dx.doi.org/10.1108/jcom-10-2019-0129.
Testo completoAbstract (sommario):
PurposeThe paper represents a starting point of a broader research project in strategic start-up communication. The main purpose of this study is to demonstrate the current state of research in this area and to compare those insights with an explorative study on the start-up ecosystem.Design/methodology/approachA neo-institutional framework is combined with the dual narrative framework of strategic communication and emergence to explain the emergence of strategic communication in this organizational field (start-up ecosystems). Research questions are derived from a systematic literature review and subjected to exploratory testing in two different qualitative surveys, with experts and investors, reflecting an external perspective, and with start-ups themselves.FindingsResults from the literature review and the explorative interviews with expert external actors indicate eight areas in which start-ups face strategic communication challenges: the basic orientation of strategic communication, branding, external image, stakeholder relations, allocation of financial resources, owner centricity, human resources and internal communication. External consultants and funders recommend highly planned approaches like target group-oriented communication, well thought-out positioning with uniform messages and precisely applied communication channels. However, the internal perspective of start-ups presents a contrary picture based on emergent products of strategic communication.Research limitations/implicationsThe study indicates the importance of both the emergence in strategic start-up communication and the demonstration of planned strategic communication. Investigating a whole start-up ecosystem in a country regarding the emergence of strategic communication forms, practices and products offers potential for cross-country comparative research.Practical implicationsThe findings indicate key challenges of strategic communication of start-ups. Bearing in mind these key challenges when founding a start-up can make a difference in the success of the start-up.Originality/valueThe article presents the first systematic literature review in the area of strategic start-up communication and a theoretical framework for further investigation. Moreover, the results of the explorative study demonstrate the importance of the different forms of planning and emergence in strategic start-up communication. Hence, this paper provides practical implications for practitioners working and investing in the start-up ecosystem.
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Evergreen, Stephanie, e Nina Sabarre. "Branding for the Independent Consultant: Basic to Advanced". New Directions for Evaluation 2019, n. 164 (dicembre 2019): 101–13. http://dx.doi.org/10.1002/ev.20392.
Testo completo
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Alperytė, Irena, e Margarita Išoraitė. "Developing a City Brand". Journal of Intercultural Management 11, n. 4 (1 dicembre 2019): 1–27. http://dx.doi.org/10.2478/joim-2019-0022.
Testo completoAbstract (sommario):
Abstract The article analyses theoretical aspects of a city brand definition, applying cases of various brands of Lithuanian cities. A brand is any sign or symbol which helps to distinguish goods or services for one person from the goods or services of another, and which may be represented graphically. The brand can be a variety of symbols, their combination, and other visual manifestations of information, such as words, names, slogans, letters, numbers, drawings, emblems; or spatial characteristics of the product itself – its image, packaging, shape, color, color combination or a combination of all these. City development usually includes an image dimension. The common ground for this is that a well-known toponym often generates events, investments, etc. Many cities are actively positioning and promoting their strategic intentions. Often times a city brand is associated with its fight for investment, tourist numbers, or successful businesses. Objective: To scrutinize relevant theories applicable to city visual branding; to look through various definitions of the city branding and envisage some advantages and disadvantages they might pose; and to analyze various case studies so that we could summarize the methodologies of why and how we could better position our local products globally. Methodology: The case study methods were used as part of a complex study and combined with in-depth interviews as well as benchmarking methods from various sources. In-depth interview method was used to obtain expert opinions on the subject. The in-depth interview method helped to analyze logo usage, goals, define pros and cons, and evaluate the results of logo design in urban development. This method was chosen to collect detailed and authentic material based on the attitudes and experiences of those involved in such a creative process. Findings: The conclusion was reached that since a place prompts a lot of variables, in the future we need to consider more numerous components, such as population, industries, landscape, economies or history, etc. The hypothesis was confirmed about the variables of the city to be further considered for (re)branding, such as the cost, semantic complexity, societal charge, and the dynamics (changeability, or rigidity). As for the methodologies, we arrived at the conclusion that the best way to create a viable city brand is a collaboration between different stakeholders. Value Added: The article adds to European experts’ suggestion of rethinking the concept of design itself, as until now a one-sided approach to design as a means of schematizing a product has prevailed. This approach, even regulated by Lithuanian law, does not cover the whole process of creating and implementing an idea. “Design is a problem-solving approach that focuses on the user during its development. It can be applied in both the public and private sectors to promote innovation in products, services, processes and even legislation,” says Dr Anna Whicher, expert on design policy and strategy of the European Commission. In other words, design has been increasingly integrated into the science, business, social and service sectors to maximize innovation. As many as 63 percent of Lithuanian businesses do not use design solutions (product design, stylization or business strategy development) at any stage of production. This figure is below the EU average, where almost half of all businesses already integrate design solutions into their operations. Lithuania is also one of the 13 countries in Europe (out of 28) that does not have design policy documents or a community uniting organization, such as design centers in Great Britain, Denmark, Estonia or other countries. The paper invites Lithuania to re-think its design development policies at large, paying attention to urban design solutions in particular. Recommendations: In further research, while selecting potential expert for city logo development, it is recommended that priority should be given to (a) responsible experts in strategic / territorial and national policy making or related activities, (b) experts with knowledge of sustainable development, (c) independent sustainable development analysts / consultants / private and academic or who have implemented specific project-based SDs both nationally and internationally. The stakeholders in this process should be representing: 1) Public Sector, 2) NGOs, 3) Private Sector, 4) Academy and 5) Independent Experts.
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Grydehøj, Adam. "Branding From Above: Generic Cultural Branding in Shetland and other Islands". Island Studies Journal 3, n. 2 (2008): 175–98. http://dx.doi.org/10.24043/isj.221.
Testo completoAbstract (sommario):
This paper considers the development of a generic cultural brand for islands. In 2002, Shetland’s local government and the Corporate Edge consultancy developed a modernized, internationally-oriented Shetland brand. This official brand conflicts with Shetlanders’ traditional, locally-oriented identity concept, which has impeded the brand’s success. With emphasis on printed tourism marketing materials, Shetland’s experience is compared with those of other European islands. This comparison highlights a predominance of cultural island brands emphasizing modernity and old-fashionedness. Finally, this paper looks at problems with top-down place branding and suggests that those involved in centralized place branding processes take local identity into account.
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Kadembo, Ernest M., Howard Jackson, Denis Feather e Nadio Granata. "The branding consultant's recommendation for the re-branding of Oldham town: weighing in on the conceptual fit". Marketing Review 10, n. 4 (15 novembre 2010): 319–31. http://dx.doi.org/10.1362/146934710x541302.
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Mukherjee, Jaydeep, e Mukund Trivedy. "Corporate brand building at SRF: challenge of selecting the brand consultant". Emerald Emerging Markets Case Studies 1, n. 4 (1 ottobre 2011): 1–27. http://dx.doi.org/10.1108/20450621111201257.
Testo completoAbstract (sommario):
TitleCorporate brand building at SRF: challenge of selecting the brand consultant.Subject areaThe case is about the selecting the agency to take up the brand building challenge of SRF Limited, a well established, large business in India having diverse lines of “industrial products”. The business decision problem of SRF stemmed from the fact that the corporate leadership team, which had to take a decision on the topic had considerable reservation about the appropriateness of each of short‐listed agencies for the job at hand. There were also differences of opinion on what would be the criteria for selecting the brand consultant. The Managing Director had to ensure that the team arrived at a consensus, rather than being foisted with a decision from top.Study level/applicabilityThis case can be taken up in executive education programs as well as the basic marketing management program at the postgraduate level or in a specialist advertising courses. The case can be taught in the core marketing course at the postgraduate level while discussing the selection on advertising agency.Case overviewThe decision‐making focus of the case is about selecting an advertising agency among a set of three, which was most suited to help SRF achieve the repositioning, branding and the awareness creation challenge. The agencies, however, were mostly experienced in building brands for consumer product which was distinct from industrial intermediaries company like SRF. As an organization, SRF had no experience of dealing with an advertising agency, thus the selection was quite a challenge. It brings to focus the decision‐making dilemma faced by a large number of companies in emerging markets which are making the transition to brand building.Expected learning outcomesThe following insights could be elucidated by the case: Help the students understand the corporate branding concept as distinct from product branding. Decision‐making dilemmas associated with corporate brand building for a company with long legacy of product branding.Criteria for evaluating the proposals by advertising agency from the perspective of a client organization.Supplementary materialsTeaching notes.
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Balmer, John M. T. "Corporate brands: what’s new?" Comunicação e Sociedade 8 (20 dicembre 2005): 163–78. http://dx.doi.org/10.17231/comsoc.8(2005).1188.
Testo completoAbstract (sommario):
2001 marked the tenth anniversary of a seminal article on corporate branding written by the distinguished English advertising consultant Stephen King (1991). In this article King’s contribution to the emergent theory relating to corporate branding in the context of recent scholarship is appraised. This article outlines the benefits and characteristics of corporate brands. It details the differences between product and corporate brands and summarises the relationships between corporate brands and corporate identity and corporate reputation. The author’s survey of the business environment reveals there to be proliferation of new corporate branding types. As such, six new corporate branding categories have been identified which are termed: familial, multiplex, shared, surrogate, supra and federal. King’s prediction that the last decade will witness increased importance to corporate brands does have a contemporary resonance. Looking ahead to the next decade, and picking up a theme of an earlier article (Balmer 1998) the author predicts that a new management area will emerge: an area that he calls “corporate marketing”. It will be multidisciplinary in scope and will encompass organisational, corporate and visual identity, corporate branding, reputation and corporate communications.
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Siano, Alfonso, e Maria Palazzo. "Tetra Pak Italy’s ingredient branding: an exploratory case of strategic communication". Journal of Communication Management 19, n. 1 (2 febbraio 2015): 102–16. http://dx.doi.org/10.1108/jcom-02-2012-0017.
Testo completoAbstract (sommario):
Purpose – The purpose of this paper is to focus on the role ingredient branding (IB) plays in shaping the strategic communications created by public relations/corporate communication departments of large organizations when managing crises. Design/methodology/approach – Starting from a literature review on strategic communication and IB the role of this activity is studied within the Italian context. In order to reach the aim of the paper, primary and secondary sources were exploited generating qualitative and quantitative data. The primary data were gathered though in-depth interviews with key management personnel while the secondary data were sourced from reports made available by Tetra Pak Italy. Findings – The study confirmed the contribution of the strategic proactive role played by Tetra Pak Italy managers of External Relations and Marketing Departments and the communication agency manager during a challenging period of crisis for the company. The main implication of the paper lies in the analysis of the important strategic work implemented by the external consultant of communication together with the External Relations and Marketing managers as members of the dominant coalition. Originality/value – The paper analyses a Tetra Pak Italy case study, as an exploratory case that could demonstrate how strategic communication – based on an IB campaign – is of fundamental importance during a period of crisis. Moreover, the research studied how proactive and effective the role played by the communication consultant and managers of External Relations and Marketing Departments was as a determinant of resulting outcomes.
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Sitanggang, Hartini Basaria Natasya, e Awang Dharmawan. "Strategi Marketing Hary Tanoesoedibjo dalam Usaha Membangun Personal Branding Politik". Jurnal Penelitian Pers dan Komunikasi Pembangunan 20, n. 1 (1 giugno 2016): 49–62. http://dx.doi.org/10.46426/jp2kp.v20i1.43.
Testo completoAbstract (sommario):
Today, many people have already used new media for doing their activities, includes communicating. The benefits in opening the edges each humans and using the innovating technology makes the new media usually used by citizen. These concerns are used by the politic consultant to promote some political parties or some candidates. HaryTanoesoedibjo is one of media businessman in Indonesia who tries to take his way becoming a politician. To increase his electability in politic, a politic consultant for HaryTanoesoedibjo should be able to know the right strategies for HaryTanoesoedibjo. This study was made to know what strategies are right for HaryTanoesoedibjo. This research was using the 4Ps and PDB analysis. Besides that, this study was also intended to know the right platform for HaryTanoesoedibjo in case for succeed his way for president election. The datas in this study are from the analysis in social media and website that used by HaryTanoesoedibjo and some available literatures.
Keywords: Political Marketing Strategy, New Media, HaryTanoesoedibjo,
ABSTRAK
Kekuatan media baru sebagai sumber informasi politik, tidak lepas dari perkembangannya sudah menjadi media mainsream yang membangun interaktivitas bagi sesama penggunanya. Hal inilah yang dimanfaatkan oleh konsultan politik untuk mempromosikan partai politik atau kandidat perseorangan. Hary Tanoesoedibjo, sebagai salah satu pebisnis media yang memasuki jalan sebagai politisi. Dalam menaikkan popularitasnya di dunia politik, konsultan politik yang dimiliki oleh Hary Tanoesoedibjo berusaha menerapkan strategi marketing politik, karena mengingat Partai Indonesia Raya (Perindo) dan Hary Tanoesoedibjo sendiri terbilang baru dalam panging politik nasional. Studi ini dibuat untuk mengetahui bagaimana strategi marketing politik dari tim Hary Tanoesoedibjo. Penelitian ini menggunakanan konsep product, place, price, promotion, dan segmentation (4PS) dan positioning, differentiation, dan branding (PDB). Selain itu, studi ini juga ditujukan untuk mengetahui bagaimana platform media baru yang digunakan oleh Hary Tanoesoedibjo sebagai ketua Partai Persatuan Indonesia (Perindo).
Kata kunci: Strategi Marketing Politik, Media baru, Hary Tanoesodibjo.
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Viktoria Rampl, Linn, e Peter Kenning. "Employer brand trust and affect: linking brand personality to employer brand attractiveness". European Journal of Marketing 48, n. 1/2 (4 febbraio 2014): 218–36. http://dx.doi.org/10.1108/ejm-02-2012-0113.
Testo completoAbstract (sommario):
Purpose – The importance of employer branding to attract talent in organizations is increasing rapidly. Brand personality traits, particularly, have been shown to explain considerable variance in employer brand attractiveness. Despite such awareness, little is known about the underlying processes of this effect. The purpose of the authors is to close the research gap by drawing on a consumer brand model of brand affect and trust as a means of explaining employer brand attractiveness. Design/methodology/approach – Students interested in working in the consultancy industry completed a survey designed to evaluate consultancy employer brands. Established scales for brand personality, trust, and affect, and employer brand attractiveness were used to test the conceptual model. Findings – The results indicate that employer brand trust and affect are both influenced by the brand personality trait sincerity. Further, employer brand affect was positively affected by the traits excitement and sophistication, while negatively affected by ruggedness. Together, employer brand affect and trust explain 71 per cent of the variance in employer brand attractiveness. Research limitations/implications – While the results show the importance of branding an organization as a sincere, exciting, and sophisticated employer, future research is needed to identify adequate marketing tools to achieve this goal, also in other industries besides the one investigated here. Originality/value – This study is the first to apply a model that includes brand personality, trust, and affect to employer branding. By doing so, the variance explained in employer brand attractiveness could be increased substantially.
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Winzar, Hume, Chris Baumann e Wujin Chu. "Brand competitiveness". International Journal of Contemporary Hospitality Management 30, n. 1 (8 gennaio 2018): 637–60. http://dx.doi.org/10.1108/ijchm-11-2016-0619.
Testo completoAbstract (sommario):
Purpose This paper aims to introduce the concept of consumer-based brand value (CBBV), a change in the perspective of brand-equity and brand value from one where the brand is considered separately from other brands. The purpose of this paper is threefold: highlighting the theoretical difference between brand equity and brand value (Raggio and Leone, 2007); conceptually linking brand equity with brand value and then with brand competitiveness; and demonstrating a straightforward method for scholars and practitioners to measure brand value and then to forecast and simulate brand competitiveness. Design/methodology/approach On a sample of 190 postgraduate students, the authors apply the conjoint analysis and best-worst scaling to illustrate our CBBV model. Following Keller (1993), the authors operationalise brand equity as the outcome of consumers’ internal mental processes, in the form of brand preference, and show how preferences data can be transformed into estimates of brand value in the form of price premium. Finally, the model allows market share simulation based on manipulation of branding and brand features. Findings The paper is more a conceptual piece, highlighting the distinction between brand equity and brand value. It also demonstrates a relatively new measurement technique for transforming measures of brand equity, in the form of brand preferences, into estimates of brand value. The paper used airlines as a service-provider example, but the technique can be applied to many hospitality and service environments. Research limitations/implications The study demonstrates how brand equity drives brand value via consumer utility, and proposes a CBBV–competitiveness chain. The authors convert individual consumer preference data to brand value with subsequent preference-based market segmentation, and estimate competitiveness in two ways: market share ceteris paribus and price premium for brand indifference. They also demonstrate how market simulation can be performed so that it allows forecasting of competitiveness (market share) based on product attributes that affect brand value. Practical implications The CBBV–competitiveness chain constitutes a (new) mindset in the marketing of hospitality, tourism and other services. The study provides a method to measure and test the components of this model and determine brand competitiveness. It used airlines in the example, but the method can be applied to many different settings such as, for example, hotel management group (Starwood, Accor, Intercontinental, Hilton). The authors show how the method allows for benefit-based market segmentation, market-share forecasting and estimation of price premium. Originality value The CBBV chain provides a conceptual link between brand equity, brand value and brand competitiveness. When equity and related constructs are often conceptualised as relative to competition, they are rarely actually measured in that manner. The study shows how brand equity measured as preferences can be transformed into brand value and competitiveness relative to the competition. The combination of conjoint analysis and best–worst scaling is relatively new to the hospitality and services industries. The authors show that these tools can be applied to these industries without depending on costly software or high-priced consultants.
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Oliveira, Pedro. "Ethnography and Co-Creation in a Portuguese Consultancy: Wine Branding Research as an Example". Journal of Business Anthropology 1, n. 2 (6 novembre 2012): 197. http://dx.doi.org/10.22439/jba.v1i2.3943.
Testo completoAbstract (sommario):
As ethnography branches into the fields of business, marketing research, innovation and design research, anthropologists working outside academic contexts are developing a set of practices that in many ways mirror the work of academic anthropology and in other ways diverge from it. Drawing from the anthropologist Viveiros de Castro’s notion of controlled equivocation (Castro, 2004), this paper explores the relation between academic anthropology and applied business anthropology, clients and anthropologist as a particular kind of ‘equivocation’. A wine branding research case is given as an example.
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Jovanka, Astrid Anastasya, e L. Jade Faliany. "PENERAPAN TIME-DRIVEN ACTIVITY-BASED COSTING PADA PERHITUNGAN HARGA POKOK PRODUK USAHA JASA UNIXON". Jurnal Akuntansi 11, n. 1 (1 ottobre 2017): 12–31. http://dx.doi.org/10.25170/jara.v11i1.49.
Testo completoAbstract (sommario):
The purpose of this paper is to calculate branding consultant cost using Time-Driven Activity-Based Costing (TDABC). TDABC calculate cost based on activity that is controlled by time. The method that is used in this research is a case study in Unixon, a small business that works in the field of branding, using data from 2016. Interviews were conducted. The cost and activity database was analyzed. The results of this research show that TDABC can be applied in this Company because it qualified the requirements; diversity in product and different time consumption ratio for each product. TDABC provided more accurate cost information by calculating all costs; cost to make and cost to sell. Implementation of TDABC also show time capacity utilization by comparing actual labor hours and work hours that is controlled by government regulation. By understanding this condition, the owner is able to evaluate the amount of job that is done, time consumption, and employee who is involved. To implement TDABC, the Company must consider each steps needed from identifying activity, assign cost to activity, calculate tariff per activity, to calculate cost of product.
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Lau, Kong Cheen, e Luke Lim. "Transformational branding for B2B business: protective packaging company". Asia Pacific Journal of Marketing and Logistics 30, n. 2 (9 aprile 2018): 517–30. http://dx.doi.org/10.1108/apjml-09-2017-0216.
Testo completoAbstract (sommario):
Purpose The concept of brand transformation concerns a brand strategy that advocates radical changes. It involves a collective set of actions and activities that are coherently steered to regenerate the engagement experience of the target market emanating from the brand strategy. Nevertheless, there are still lack of case studies demonstrating this in the B2B business sector. The purpose of this paper is to exhibit a brand transformation initiative taken by a B2B business, particularly the handling challenges leading to the initiative coupled with the framework and processes involved to make it a success. Design/methodology/approach A case study method was applied with documentation of inputs captured from different stakeholders. Consulting practitioners from a brand consultancy involved in the brand transformation initiative documented interviews and audit findings which offered first-hand report regarding their involvement and experience of bringing the B2B business through the brand transformation journey. Findings Brand transformation at Fagerdala warranted a radical re-orientation of the brand positioning that supports a clear business intent that was put forward. The initiative encompasses strong leadership, commitment and change management to drive transformational changes involving both internal and external stakeholders. An innovation oriented mind-set is critical to drive radical changes to support coherent efforts that could ultimately engender to distinct brand experience to targeted stakeholders. Practical implications This paper provides brand managers, particularly the brand owners practical and realisable example on how to plan and execute brand transformation in a B2B business environment. More specifically, it highlights the indicators for embarking on this initiative, the approach to drive brand transformation based on established brand strategy frameworks and finally how to execute the strategy in a practical manner. Originality/value This paper extends the concept of brand transformation that has recently been mentioned in literature from one of conceptual perspective to one of practice perspective. It emphasises and underscores some of the details of execution that is instrumental in the practice of brand transformation within a B2B industry sector.
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Munir, Ningky Sasanti, Eva Hotnaidah Saragih e Martinus Sulistio Rusli. "BCA’s employer branding – the challenge ahead". Emerald Emerging Markets Case Studies 6, n. 3 (15 agosto 2016): 1–22. http://dx.doi.org/10.1108/eemcs-08-2015-0177.
Testo completoAbstract (sommario):
Subject area PT. Bank Central Asia, Tbk. (BCA), the largest national private bank in Indonesia, won an award for the Best Bank at the Euromoney Awards for Excellence (Asia) 2014. During the same event, in several categories, haloBCATM and BCA employees also won several awards. Previously, a number of awards were received by BCA such as: Best Indonesia Local Private Bank in 2010, Contact Center World Champion in 2012 and 2013, and Best Mega Contact Center in Asia Pacific Region in 2014. BCA is currently facing a problem of an aging population. Since the economy crisis facing the country in 1998, BCA has recruited fewer employees. The company resumed recruiting in 2010. BCA’s human resource (HR) profile in 2013 showed that nearly half of BCA’s permanent employees were aged 45 years or older, 40 per cent of whom have been working for more than 20 years. At the time of their retirement, the Bank faces the potential of losing a significant number of employees from three different generations. BCA has raised its efforts to recruit new talent. However, recruitment is not easy, as BCA wants its new employees to continue maintaining BCA’s heritage, building the Bank to become an Indonesian company that they can be proud of. How have these values, which have been a common belief, a foundation to work passionately and the glue that bonds the Bank’s employees, executives and owners, been communicated outside of the BCA and have been used to attract the future successors of BCA in Indonesia? Study level/applicability Master Degree in Human Resources Management or MBA Program. Case overview PT Bank Central Asia Tbk (BCA), which was established on February 1957, is Indonesia’s largest lender by market value and the second largest bank by assets. The bank has experienced a remarkable recovery from the Asian Financial Crisis in the late 1990s when the Indonesian banking system became almost bankrupt. It provides both commercial and personal banking services through its 1,000-plus branches across the country. As the largest national private bank, BCA is a well-known bank in Indonesia. BCA is managing more than 12 million customer accounts, processing hundreds of millions of financial transactions and fulfilling the needs of individual and corporate customers through various products and services. BCA Automatic Teller Machines (ATMs) are located virtually and BCA’s Electronic Data Capture (EDC) machines are available at many merchants both in big cities or small towns across Indonesia’s archipelago. However, for a nation with a population of more than 240 million spread out over 34 provinces, the presence of BCA is still deemed unevenly distributed. In the next 10 years, BCA has no plan yet of expanding outside of Indonesia. BCA put its attention on developing its market in Eastern Indonesia. Funding sources, which usually becomes an issue for expanding companies, are not a source of concern for BCA. BCA is currently facing a problem of an aging population. Since the economy crisis facing the country in 1998, BCA has recruited fewer new employees. The company had recently resumed recruiting in 2010. BCA’s HR profile in 2013 showed that nearly half of BCA’s permanent employees were 45 years of age or older, 40 percent of whom have been working for more than 20 years. At the time of their retirement, the Bank faces the potential of losing a significant number of employees from three different generations. Currently, BCA has raised its efforts to recruit new talent and its future leaders through various programs, such as: BCA Development Program (BDP), one of the most acknowledged management trainee programs in the Indonesian banking industry, provides intensive and rigorous training to selected new recruits to ensure development of BCA key talents and future leaders. HR business partners that actively visit campuses in the eastern region of Indonesia. Socialization programs in state and private universities. Job fairs, Web recruitment, internships and employee referrals, job opportunity advertisements posted at BCA branch offices located near universities and in the leading mass media. Utilization of recruitment consultant services, especially to find candidates with specific qualifications. Utilization of communication media printed (poster, flyer, booklet, banners) and electronically. Provision of scholarships to high school graduates with excellent academic records but facing financial difficulties. However, recruitment is not easy for BCA because – like other well-known companies in Indonesia – the Bank only recruits the best people based on the prospective employees’ hard and soft competencies. BCA’s aim to project a positive perception toward its employees as “a fun workplace with family-oriented atmosphere, and commitment about employees’ development” has yet to strongly resonate in Indonesia’s labor market. BCA wants its new employees to continue maintaining BCA’s heritage, building the Bank to become an Indonesian company that they can be proud of. How have these values, which have been a common belief, a foundation to work passionately and the glue that bonds the Bank’s employees, executives and owners, been communicated outside of BCA and have been used to attract the future successors of BCA in Indonesia? How should BCA obtain a large number of qualified talent pools through an effective Employer Branding strategy? Expected learning outcomes By the end of discussing the case, the learner will be: conceptually: able to explain what is meant by employer branding, internal and external approach and able to explain the relationship of employer branding with business strategy, talent management strategies and HR management functions as a whole; practically: able to identify and analyze BCA Recent Condition – able to explain the BCA brand image in the eyes of public/external/job seekers in Indonesia and internal/current employees of BCA – able to identify strategies that BCA does to recruit potential job seekers – and able to explain the influence of innovative products and services that BCA has currently on BCA employer branding; able to identify BCA goals/needs; able to identify the characteristics, needs and preferences of BCA target group of workers, concerning to the latest issues arise such as: Gen Y and AEC (ASEAN Economic Community); able to evaluate the effectiveness of BCA employer branding strategy and communications and to identify the problems faced by BCA related to employer branding; able to generate ideas related to the improvement of BCA employer branding strategy and programs – what message to be branded (company unique employee value propositions – tangibles and intangibles) – what program to be implemented (internal and external) – and how is the integrated marketing communication strategy (segmenting-targeting-positioning, channels). Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS:6: Human Resource Management.
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o'neil, l. peat. "Organic in Mexico: A Conversation with Diana Kennedy". Gastronomica 6, n. 1 (2006): 25–34. http://dx.doi.org/10.1525/gfc.2006.6.1.25.
Testo completoAbstract (sommario):
Diana Kennedy, culinary historian and cookbook author, explains regional Mexican cuisines to a global audience. L. Peat O'Neil interviews Kennedy and the wide-ranging discussion covers organic agriculture in Mexico, the effects of NAFTA on small farmers, rural activists and the diversity of Mexico's agricultural produce. Kennedy comments on chefs in Mexico City and contemporary Mexican cooking. Kennedy notes that progress in sustainable agriculture is slow in Mexico because of government disinterest and corruption. Kennedy discusses her many visits to the state of Oaxaca, where organic product branding as "Fair Trade organic" first was applied. Her current book project is focused on Oaxaca's regional recipes from remote areas of the state. Kennedy fosters all aspects of sustainable living. Other sources quoted include Pablo Span, a farmer-hotel owner in San Cayetano, Michoacan; and Salvador V. Garibay, a consultant with the Research Institute of Organic Agriculture (FiBL) based in Frick, Switzerland. Garibay works on organic agricultural projects in Mexico and Central America.
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Barón Pulido, Mireya, e Gabriel Lotero Echeverri. "Semiótica de la Marca como herramienta para innovar en pymes de Colombia / Branding Semiotics, tips to Innovate in SMEs in Colombia". Revista Internacional de Ciencias Humanas 5, n. 1 (30 marzo 2016): 119–29. http://dx.doi.org/10.37467/gka-revhuman.v5.446.
Testo completoAbstract (sommario):
ABSTRACTThe mass media and multitasking (Piscitelli, 2009) society requires from the manager to consider the relationship and impact of what his brand communicates. The design of online communicative strategies and their link to consultancy models (Pfefferman, 2011) – where the manager himself becomes the entrepreneur of his own organization — becomes the strength of the branding communication of the organization (Capriotti, P., 2009). The paper exposes the research findings obtained from the study done with small and medium enterprisess (SMEs) in Medellin and Bogotá (Colombia). This qualitative research examines the organizations capabilities toward the appropriation of opportunities on behalf of digital communication. Finally it makes a consultancy proposal addressed to pymes entrepreneurs from the perspective which considers the “Enterprise as a sign and as a semiosis”. It is claimed that if something is not communicated it will not generate any reminder at the level of the client. The results research -which compiles Medellin and Bogotá data- are published upon two products: A book to the organizational communication field, and a multimedia guide to business owners. It is a qualitative studio but with a quantitative phase, applying survey forms.RESUMENLa sociedad mediática y “multitasking” (Piscitelli, 2009) demanda al empresario tener en cuenta la relación e impacto de lo que comunica su marca en el entorno. El diseño de estrategias comunicativas on line, y su vinculación a modelos de consultoría (Pfefferman, N., 2011) se convierte en fortalezas en la comunicación de la marca de la organización (Capriotti, P, 2009). En el texto se exponen los resultados de una investigación con pequeñas y medianas empresas (pymes) de Medellín y Bogotá (Colombia), realizada como un estudio cualitativo, que se propone indagar por las capacidades de las organizaciones para la apropiación de las oportunidades que representa la comunicación digital. Finalmente, se plantea una propuesta de consultoría a los empresarios de pymes, desde el enfoque que reconoce a la “Empresa como signo y semiosis”, es decir, lo que no se comunica no genera recordación en el cliente.
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Purba, Ardiansyah Purba, Jelly Leviza e Taufik Siregar. "Analisis Yuridis Perjanjian Co-Branding Gas Teknologi Map Antara Pt.Rinder Energia Consulting dengan PT. Pertamina Indonesia". ARBITER: Jurnal Ilmiah Magister Hukum 2, n. 2 (13 settembre 2020): 123–31. http://dx.doi.org/10.31289/arbiter.v2i2.128.
Testo completoAbstract (sommario):
Along the development of the era of PT Pertamina it is deemed necessary to have business partners, especially oil and gas consultant company, PT Rinder Energia. It is expected that this business partner will have a positive impact for both parties, especially PT Pertamina as BUMN. One of the products that will be agreed by both parties is map map. This map map is a cutting-edge tool that will help PT Pertamina in exploring and producing better oil and gas. The formulation of the issues to be raised is how the rights and obligations of the parties in the contract of sale and purchase map map between PT Rinder Energia with PT Pertamina, whether the contract of sale and purchase map map is in accordance with the principles of contract law in Indonesia and how the form of dispute settlement In a contract between PT Rinder Energia and PT Pertamina Indonesia. The purpose and benefit of this research is to know the form of rights and obligations of the parties in the contract of sale and purchase map map between PT Rinder Energia with PT Pertamina. To find out the form of dispute settlement in contract between PT Rinder Energia and PT Pertamina Indonesia. The results of this study may be additional refrentions for students, lecturers, or readers interested in Civil Law, in particular Contract Law. This type of research is normative juridical that describes the review and explain and analyze normative provisions associated with the contents of the contract or agreement between PT. Rinder Energia with PT. Pertamina Indonesia in buying and selling map map. The research undertaken aims to examine the rules contained in a contract that has been agreed upon by both parties in accordance with applicable legislation. The implementation of the sale and purchase agreement in the form of a map between PT.RINDER ENERGIA and PT.PERTAMINA is basically an agreement born from the principle of freedom of contract. If one party makes a sale in the form of a map between PT.Rinder Energia and PT.Pertamina Indonesia then the dispute must be submitted to the arbitration tribunal in accordance with the provisions of BANI.
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Palazzo, Maria, Pantea Foroudi, Philip J. Kitchen e Alfonso Siano. "Developing corporate communications: insights from the Italian scenario". Qualitative Market Research: An International Journal 23, n. 3 (20 gennaio 2020): 407–26. http://dx.doi.org/10.1108/qmr-12-2017-0185.
Testo completoAbstract (sommario):
Purpose Based on the managerial perceptions from large firms, this paper aims to explore the emergence, growth and importance of corporate communications and how it is evolving and creating competitive advantage for Italian firms. Design/methodology/approach A qualitative approach is deployed, comprising in-depth interviews with senior managers from Italian corporations from a broad spectrum of industries, including: energy, telecommunications, automotive, transport, retail chain, appliances, technology and engineering, private shipping, government-owned holdings, marketing consultancy and construction. Findings The paper offers insight into corporate communications (corpcoms) practices in the sampled companies. The paper shows that corpcoms involves a complex range of activities leading to performance – managed and implemented under CEO direction. Practical implications Corpcoms is perceived as a strategic concept with effective application relative to managing corporate image and reputation. The findings offer insights for communication professionals who deal with corpcoms, branding and marketing communications. Originality/value Corpcoms can be viewed via the lens of social actors’ perspectives, i.e. via practitioners – including brand managers and senior executives, as they possess practical knowledge of business practice in specific contextual business settings and have the managerial ability and remit to design, implement and evaluate integrated corpcoms.
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Badyal, Sheetal, Neerja Sharma e Puja Nayyar. "TRAINING NEEDS FOR EMPOWERING WOMEN FARMERS AND RURAL YOUTH OF JAMMU and SAMBA DISTRICTS OF UT OF JAMMU AND KASHMIR". SCHOLARLY RESEARCH JOURNAL FOR HUMANITY SCIENCE AND ENGLISH LANGUAGE 10, n. 50 (1 aprile 2022): 12513–17. http://dx.doi.org/10.21922/srjhsel.v10i50.10177.
Testo completoAbstract (sommario):
Training is a indispensable instrument for HRD at any level and cannot be ignored. First and foremost activity for planning a good training programme is to access the local needs. Need assessment helps to indentify the present problems and future challenges to be met through training and development. The present study was conducted in four rural tehsils of Jammu and Samba districts of UT of JandK. From each selected tehsil, 25 farm families were randomly selected. Thus a total of hundred farm women respondents were selected for data collection. The villages were purposively selected, as they wherein consultance with KVK’s operational in the area. For the study specific and relevant trainings needs were collected by administering interview schedules for data collection. The farm women responses were collected on a three-point continuum scale. The results reveal that maximum respondents sought trainings in area of “ income generating activities for empowerment” and “Stitching, tailoring and handicraft making” ( 58% and 55% respectively) as most sought after training needs assessment in both the districts under study. This was followed by “marketing and branding of value added products.” (53%), “value addition”, “kitchen gardening” “post harvest technology” and Gender mainstreaming through SHG formation were reportedly other activities in demand. Thus requiring stake holders to prioritize and readdress through specialized interventions.
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I Made Kusuma Wiranata, I Nengah Sinarta e Putu Ika Wahyuni. "ENVIRONMENTAL ANALYSIS ON SOFT CLAY SOIL STABILIZATION AS A SUBGRADE IN BINJAI – PANGKALAN BRANDAN TOLL ROAD PROJECT". Journal of Infrastructure Planning and Engineering (JIPE) 3, n. 1 (31 maggio 2024): 24–29. http://dx.doi.org/10.22225/jipe.3.1.2024.24-29.
Testo completoAbstract (sommario):
Soft soil poses significant challenges in road construction projects, particularly in the Binjai - Pangkalan Brandan Toll Road, where non-uniform settlement of landfills has been observed. To address these issues and achieve the desired subgrade quality and compression, various soft soil stabilization methods have been employed, including mechanical approaches such as Prefabricated Vertical Drain (PVD) with preloading or vacuum and Pile Embankment. This study aims to evaluate the environmental impact of these three stabilization methods using the Strength, Weakness, Opportunities, and Threats (SWOT) method. Primary data was collected through interviews with experts from diverse stakeholders, including academics, planning consultants, and implementing contractors, using the purposive sampling technique. Focus Group Discussion (FGD) was conducted to develop SWOT strategies for each repair method based on environmental assessment indicators derived from literature studies. The SWOT analysis results indicate that the PVD Preloading method is the most environmentally friendly among the three methods. This is attributed to the absence of cement usage, lower electrical energy consumption, and the use of more environmentally friendly materials. Although PVD Preloading requires additional backfill for the preloading process, the impact on the environment is minimal, as the soil material used comes from the project site, and approximately 90% of the backfill is returned as road backfill after the consolidation process is complete. The analysis also reveals that the speed of the consolidation process is inversely proportional to its environmental friendliness.
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Hoda, Daanish, Edward Faber, Bradley Hunter, Abhinav Deol, Concetta Crivera, Carrie Riccobono, Ashraf Garrett et al. "Considerations for Optimal Administration of Chimeric Antigen Receptor (CAR) T-Cell Therapy Programs: A Multi-Stakeholder Qualitative Analysis". Blood 138, Supplement 1 (5 novembre 2021): 1932. http://dx.doi.org/10.1182/blood-2021-145943.
Testo completoAbstract (sommario):
Abstract CAR-T therapies represent a novel advance in oncology, albeit at list prices that exceed $373,000 (and that does not capture their total cost to the healthcare system). Since initial product approval in 2017, stakeholders and observers have attempted to investigate clinical and financial impacts of CAR-T therapies, and potential approaches to optimizing access and use by eligible patients. Most existing research is from a single stakeholder perspective - patients, providers, or payers - limiting the ability to draw broader conclusions on trends and offer prospective recommendations. To address this knowledge gap, we sought to identify and describe critical success factors for optimal delivery of CAR-T therapies. We undertook a qualitative study based on interviews with multiple US-based stakeholders including clinicians, financial and operations staff, and payer-insurers. Interviewees--which included oncologists (n=6), facility financial and operational personnel (n=4), and coverage and reimbursement decision-makers from US health plans (n=3)--completed structured, live, hour-long, interviews covering clinical, administrative, and general topics on patient access to CAR-T therapies. All clinicians had experience with ≥1 FDA-approved CAR-T therapies in both registered clinical trials and clinical practice; financial and operational personnel were affiliated with the same facilities as the clinicians, and also had real-world experience with these therapies; payer representatives were directors from a large national commercial plan, regional integrated delivery network, and a Medicare administrative contractor, respectively. Consensus facility feedback (i.e., clinicians, operational personnel) was that CAR-T is effective, and that their administrative processes had been optimized through care team coordination and experience-based efficiencies; in contrast, 2 of 3 payer interviewees expressed that, while CAR-T therapies have shown efficacy, their real-world benefits and applicability are less well-defined. Facility interviewees noted that: (1) reimbursement from commercial insurers is higher than from Medicare, with the latter associated with per-patient net-neutral or negative margins; (2) when possible, differential reimbursement between inpatient and outpatient settings may drive patient management towards outpatient care; and (3) negative-margin cases are currently deemed acceptable due to nonclinical factors (i.e., competitive pressure within a geographic region, anticipated branding/marketing value) and relatively small treated populations. From payer interviewees, CAR-T cost and perceived cost-to-value have made health plans more receptive to considering outcomes-based contracting, capitated provider payments, or other mitigation methods. Left unoptimized, these factors may adversely impact patient access to, and long-term provider attractiveness of, CAR-T therapies. All interviewees agreed that as the CAR-T marketplace grows, a strong preference exists for manufacturers to develop and communicate for their therapies durable outcomes data, clear and comprehensive reimbursement information, and competitive pricing. With the potential for many approved products in a single indication, and/or a single approval for indications with relatively large eligible patient populations, interviewees also conveyed interest in compelling health economic data. Facility interviewees also acknowledged that if it remains an overall net-negative margin service, new providers will be less able to start CAR-T programs and smaller programs may encounter sustainability issues, collectively jeopardizing patient access to these life-changing therapies. Overall, findings from this study suggest that during the continued maturation of the landscape, stakeholders will need to be proactive to ensure that CAR T-cell therapies can be maintained amidst financial and operational pressures. Several CAR-T therapy options for multiple myeloma are on the immediate horizon, likely increasing demand among eligible patients. Accordingly, the need to link real-world evidence of the clinical value and institutional investment burden of these therapies to reimbursement is imperative, both to insulate payers and enable clinicians to provide innovative therapies. Figure 1 Figure 1. Disclosures Faber: Amgen: Honoraria; Adaptive: Honoraria; Cardinal Health: Honoraria; Celgene: Honoraria; Astra Zeneca: Honoraria; GlaxoSmith Kline: Honoraria; Janssen: Honoraria; Juno: Honoraria; Karyopharm: Honoraria; Kite: Honoraria; Takeda: Honoraria; Sanofi Genzyme: Honoraria. Hunter: BMS: Consultancy, Honoraria; Kite: Consultancy, Honoraria, Speakers Bureau; Novartis: Consultancy, Honoraria. Deol: Kite, a Gilead Company: Consultancy. Crivera: Johnson & Johnson: Current Employment, Current equity holder in publicly-traded company. Riccobono: Legend Biotech: Current Employment, Current holder of individual stocks in a privately-held company, Current holder of stock options in a privately-held company. Garrett: Legend Biotech USA: Current Employment. Jackson: Memorial Sloan Kettering Cancer Center: Consultancy; Janssen: Current Employment. Fowler: Amgen: Ended employment in the past 24 months; Janssen: Current Employment. Berger: Janssen Scientific Affairs: Consultancy, Research Funding. Lorden: Janssen Scientific Affairs: Consultancy, Research Funding. Stewart: Janssen Scientific Affairs: Consultancy, Research Funding.
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Rees, W. David, e Christine Porter. "Corporate strategy development and related management development: the case for the incremental approach, part 2 – implications for learning and development". Industrial and Commercial Training 38, n. 7 (1 dicembre 2006): 354–59. http://dx.doi.org/10.1108/00197850610704543.
Testo completoAbstract (sommario):
PurposeTo examine the case for the incremental development of corporate strategy and the implications for management learning and development.Design/methodology/approachThe authors use their background in consultancy and management development in the UK and abroad to examine the potential dangers of comprehensive innovations in corporate strategy and the potential benefits of an incremental approach. In Part 2 of the article they rely on their academic experience in a wide variety of institutions in the UK and abroad to consider the related issues of management learning and development.FindingsThe two main dangers with the development of a comprehensive corporate strategy were explained in Part 1 of this article. Sometimes the narrowness of the consideration of corporate issues may be replicated in taught programmes in business schools where the human factors in particular may not be given sufficient attention. A broad based consideration of corporate strategy may create a greater emphasis on the incremental approach. A related issue is that there may be a mismatch between the needs of the client group on taught programmes and syllabus coverage, particularly because of the perceived branding value of the term “strategy”.Research limitations/implicationsThe authors have relied partly on case study examples to make their case for a greater emphasis on the incremental development of corporate strategy and related academic coverage of the subject. Their main thesis is that if the process whereby strategy is developed is deficient, then the results may well be counter‐productive. One of the ways to try and prevent this is to ensure that related learning and development is appropriate.Originality/valueThe two part article is a necessary examination of the dangers of corporate strategy development that is based on too narrow a range of functions and disciplines. The same limitations can be replicated in academic coverage of the area. The article is meant to engender a necessary scepticism about the way corporate strategy can be realistically developed and covered academically. Constructive advice is also given about broad based strategy development and related management learning and development.
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Sheikh, Alireza, e Ming Lim. "Engineering consultants' perceptions of corporate branding: A case study of an international engineering consultancy". Industrial Marketing Management, ottobre 2011. http://dx.doi.org/10.1016/j.indmarman.2011.09.006.
Testo completo