Marketing management capability:the construct and its dimensions: an examination of managers’ and entrepreneurs’ perceptions in a retail setting

Purpose: This paper aims to explore the relationship between corporate cultural/intangible assets and marketing capabilities by examining managers’ and entrepreneurs’ perceptions in a retail setting.Design/methodology/approach: Nineteen face-to-face interviews were conducted with UK small and medium sized enterprise (SMEs) managers and entrepreneurs to identify six sub-capabilities that form marketing capability. The authors further validated the relationship between marketing sub-capabilities and its antecedent tangible and intangible assets. The qualitative approach used provided a deeper insight into the motivations, perceptions and associations of the stakeholders behind these intangible concepts, and their relationships with their customers.Findings: The research identified that there is a strong relationship between tangible and intangible assets, their components and the following capabilities: corporate/brand identity management, market sensing, customer relationship, social media/communication, design/innovation management and performance management. In addition, companies need to understand clearly what tangible and intangible assets comprise these capabilities. Where performance management is one of the key internal capabilities, companies must highlight the importance of strong cultural assets that substantially contribute to a company’s performance.Originality/value: Previous work on dynamic capability analysis is too generic, predominantly relating to the manufacturing sector, and/or focussing on using a single case study example. This study extends the concept of marketing capability in a retail setting by identifying six sub-capabilities and describing the relationship of each with tangible and intangible assets. Through extensive qualitative analysis, the authors provide evidence that by fully exploiting their embedded culture and other intangible components, companies can more favourably engage with their customers to attain a sustainable competitive advantage.</p

The future of corporate reporting: a review article

Significant changes in the corporate external reporting environment have led to proposals for fundamental changes in corporate reporting practices. Recent influential reports by major organisations have suggested that a variety of new information types be reported, in particular forward-looking, non-financial and soft information. This paper presents a review and synthesis of these reports and provides a framework for classifying and describing suggested information types. The existence of academic antecedents for certain current proposals are identified and the ambiguous relationship between research and practice is explored. The implications for future academic research are discussed and a research agenda is introduced

Service quality in a post-crisis context: emotional effects and behaviours

Purpose – The purpose of this paper is to analyse the influence of service quality dimensions as determinants of the emotional and relational behaviours experienced by the client in bank branches in the post-crisis context experienced by Spanish financial institutions. Design/methodology/approach – Data taken from a total of 1,125 customers were analysed through structural equations modelling (EQS6.1) to test the relationships of the proposed model’s variables. Findings – The results support the hypotheses stated, with the exception of the influence of a service quality dimension (servicescape) on emotions during the service. In fact, the dimensions of the service quality of an intangible nature (personnel, outcome and social) are determinants of the positive emotions and relational behaviours of clients around the service provided by the branches. For its part, servicescape quality, of a more tangible nature, exerts indirect influence on the other dimensions that compose the quality of service. Practical implications – This paper provides senior bank executives established evidence on the degree of influence of the different dimensions in relation to the quality of service in the bank branch. Furthermore, it emphasises the importance of emotional factors during service as essential elements in strengthening customer–staff relationships under a non-transactional dynamic. Originality/value – This paper has adopted an analytical holistic, theoretical and empirical perspective on the impact of the different dimensions of service quality (servicescape, personnel, outcome and social) as well as to the emotions experienced by banking customers during services and its lasting effect on customer engagement and customer advocacy

Research on corporate unbundling: A synthesis

Unbundling operations, understood as the parent company's disposal and sale of assets, facilities, product lines, subsidiaries, divisions and business units, are emerging as a central topic of research in several areas. Yet a synthesis is still lacking, and differences in the terminology have created confusion. This paper stimulates and facilitates future research by unpacking the nature of unbundling operations. We suggest that outcomes of unbundling may be mediated by variables, such as factors at process and management level, which have been greatly neglected in existing research. The paper builds a framework on antecedents, process and outcomes of unbundling by integrating empirical findings and theoretical contributions. Furthermore, it identifies gaps in the existing literature and offers suggestions for future research on unbundling.Corporate strategy; restructuring; divestiture; divestment;

The stakeholder scorecard: Evaluating the influence of stakeholder relationships on corporate performance

In today\u27s knowledge-driven economy, the majority of a typical firm\u27s value comprises intangible assets ranging from its brand to the expertise of its employees. However, intangible asset valuation is inherently subjective, context dependent, and future oriented. This study addresses the empirical correlation between the quality of a firm\u27s relationships with its stakeholders and indicators of shareholder value. Its main purpose was to develop and test a quantitative research method that would enable practitioners to identify the intrinsic value of relationship capital. This study is based on a multidisciplinary theoretical foundation that contributes to a holistic understanding of relationship capital. These theoretical contributions include Homans\u27 social exchange theory, Freeman\u27s stakeholder theory and Eisenberger\u27s perceived organizational support theory. The research design used concurrent mixed methodology. The first phase incorporated a phenomenological study to verify a conceptual model that was designed to measure the value of relationship capital. Phenomenological data were used to develop a quantitative instrument and to test its validity and reliability using the data analysis technique of structural equation modeling (SEM). The second phase operationalized the variables and tested them empirically in a field-based process. The results of this study demonstrated that relationship capital is predicted by the variables of perceived reciprocity, reputation, relational duration and economic value. These results offer a significant contribution to social change by enabling a firm to correlate social investments to indicators of value creation, thereby allowing practitioners to test quantitatively the impact of these social investments on firm performance

Intangibles, Global Networks & Corporate Social Responsibility

Network organisations emphasise the importance of corporate and product intangible assets. In global competition, the managerial economics of intangibles imposes new network policies of corporate social responsibility, dominated by global social issues such as economic sustainability, eco-responsibility, worker protection and so on.Intangible Assets; Network; Global Competition; Corporate Social Responsibility DOI:http://dx.doi.org/10.4468/2010.2.02brondoni

Can China overcome the difficulties of establishing successful global brands?

Abstract It is clear to most observers that China is taking an increasing role in world trade not only through political interventions but as a result of its strategy regarding acquisitions. There have been a significant number of these recently, some of which like the Rover take over in the UK and more recently Geely taking over Volvo, have been high profile. This paper provides a brief overview of these developments. It is then argued that an important issue facing the Chinese companies involved in these take overs is one of brand equity and country of origin effects. This issue is of equal importance to China’s global competitors as well. A review of the literature shows that consumer perception constructs, such as perceived quality, have been well researched through numerous country-of-origin papers. A key issue to explore here however, is the extent to which the new nationality of brand ownership will have an impact on consumer perception constructs of brand equity. This paper discusses these two areas and examines their relationship in conceptual terms. A research agenda is then suggested, which forms the basis of a proposed interpretative project aimed at establishing the views of consumers regarding the phenomenon of well known brands being taken over by a new country of origin - evidence from the car industry draws on the progress being made in this area. The research aims to examine the implications for consumer based valuations of brand equity and the types of new strategic thinking this could engender. It is argued that the Chinese brand lacks the main components for global success in several areas though in time these factors will be addressed. .In the short term more focus will be made on supplying the local Chinese market though experienced gained from increased exports of components and collaboration in research from abroad as shown in the examples of the car industry will help strengthen the reputation of Chinese products in the longer term as well as helping to establish more Chinese global brands

Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research

This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. We develop the relating conceptual study through differentiation and integration as a specific conceptual goal. We present a taxonomic framework of brand equity grounded on a synthesis of contemporary approaches to the theme. In so doing we identify gaps in the brand equity literature, which we hope will serve as beacons for future research and provide valuable theoretical insights on the determinants of brand equity formation and the development of better brand equity measurement tools. We argue that the unifying brand equity theory should be based on three pillars: stakeholder value, marketing assets and brand financial performance outputs.info:eu-repo/semantics/acceptedVersio

Suitability of coir fibers as pulp and paper

This study was to investigate the suitability of coir fibers as an alternative material in making pulp and paper. Maceration process was used to characterize the fiber. Soda-AQ pulping with various combinations of active alkali (18-22%) and cooking time (90- 150 minutes) at fixed temperature was done. Physical properties evaluated were density, brightness, opacity, scattering coefficient, tear, burst and tensile index. As concentration of active alkali and cooking time increased, the physical properties values also increased, except for the opacity and scattering coefficient. The optimum condition for producing the strongest paper is using 22% active alkali in 120 minutes