Transfer of brand knowledge in business-to-business markets: A qualitative study

This is the author's accepted manuscript (under the provisional title "Transfer of brand knowlede in business-to-business markets by brand when personified as a human: A qualitative study"). The final published article is available from the link below. This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here (http://bura.brunel.ac.uk/handle/2438/8377). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.Purpose – This paper presents the approach of a one-to-one relationship for branding in business-to-business markets. With qualitative evidence, the paper seeks to clarify the links between branding, relationship marketing and purchase intention of resellers and to discuss the contribution of brand personified as brand representatives to the brand knowledge of resellers. The aim of this paper is to understand how this transfer of knowledge by brand personified as representatives of the brand is reflected in the selection process of brand for resale by resellers. Design/methodology/approach – The theory is used to develop a testable model. Information from the field was gathered through 12 in-depth interviews of brand managers of international IT brands. These interviews helped to give a deeper insight into the topic and contributed to the categorization of different themes to be developed into constructs. Components that emerged from the interviews were from different disciplines and were useful in making linkages between these disciplines. Findings – Interviewees associated the role of brand personified (as brand representative) as a conduit between brand and resellers. Given the findings, brand when personified as a human can be used to manage reseller relationships in a business-to-business network. The brand personified with its metaphorical properties enables the resellers not only to clearly understand brand-related information but also to make positive evaluations about the brand. Empirical research would be helpful to establish the indicators of brand personification and to enhance the understanding of the concept. Practical implications – The study will be useful for senior managers of brands operating in competitive and complex business-to-business networks. It will enable them to use the categories and components to ensure that their brand is the preferred brand for resellers operating in the network. Originality/value – The approach will be helpful in linking different functions of the organization to measure the contribution made by employees representing the brand to resellers in competitive markets by imparting knowledge about the brand to resellers

How HRM control affects boundary-spanning employees’ behavioural strategies and satisfaction : The moderating impact of cultural performance orientation

This study examines how cultural performance orientation moderates the influence of human resource management (HRM) controls on boundary-spanning employees’ behavioural strategies and satisfaction.HRM control; national culture; performance orientation; boundary-spanning employees; salespeople

A critical review of the exit-voice-loyalty-neglect literature:limitations, key challenges and directions for future research

The study of human behaviour holds a prominent role in organizational behavior literature. For almost 45 years, the exit, voice, loyalty and neglect typology has attracted scholars’ interest and has been linked to employee responses towards dissatisfaction and problematic events in the workplace. This paper reviews the literature and identifies and addresses key theoretical and methodological deficiencies that the exit, voice, loyalty and neglect typology faces that have been either ignored or undeveloped. Moreover, by unpicking this typology as currently portrayed in the existing literature, it proposes key challenges that need to be addressed and provides directions for future research

Barriers to industrial energy efficiency: a literature review

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Attachments to nature : design and eco-emotion

This paper is concerned with how technology influences people’s emotional attachments to nature. The paper proposes two theoretical works in progress: a model which shows how emotions are constructed through social, technological and ecological experience; and a framework which proposes ways in which technology influences the construction of emotional attachments to nature. The aim of these models and frameworks are to enable designers to reframe their perceptions of ecological issues and recognise the behavioural, cultural and social complexities. The paper also hopes to further the relevance of the design and emotion field to sustainable development. The paper emerges from an investigation into an anthropological approach to ecodesign, and one of the key aims of presenting the paper is to understand its relevance of this enquiry to the design and emotion field

Financial sector reforms and stochastic policy simulations: A flow of funds model for India

We apply stochastic simulation methods to a system-wide flow of funds model for India for 1951-94. We address two issues; first, the impact of financial reforms on interest rates and loanable funds, and second, the robustness of policy where there is uncertainty about the true model. We find considerable variation in policy risk depending on the policy instrument and the policy regime. Interest rate risks are greater in the controlled regime; quantity risks are greater in the decontrolled regime. Outcomes also depend on controls on intermediaries: more heavily controlled banks respond differently from other less heavily controlled financial intermediaries

Human resource management in India: strategy, performance and complementarity

This study seeks to explore which types of HR practice are associated with better organisational performance (OP). Whilst the core finding—that specific HR practices lead to better organisational outcomes may not be surprising—we also found an absence of complementarity. Normally, the absence of complementarities would suggest limitations in institutional supports; on the one hand, however, institutional shortfalls are not unique to India and may be encountered in many emerging market settings. In contrast, the great internal diversity of the Indian setting, with strong variations recognised amongst institutions, along with enforcement capabilities, might suggest that these tendencies are particularly pronounced. We also found a strong link between the intrinsic rewards and performance—an unexpected result in a low-income country, where wages are generally low. We suggest that this may reflect the nature of the labour market and the limited (and possibly proportionately shrinking) pool of good jobs, making exit a difficult option for all but the best qualified. Whilst this puts employees in a poor bargaining position in bidding-up pay (making pay rises seem unfeasible), the intrinsic attributes of the job become more important

Stakeholders Management in the Indian Construction Industry: Insights into the Approach at Larsen & Toubro’s Construction Division

This case study is comprised of an interview with Dr. Anumolu Ramakrishna, former Deputy Managing Director of Larsen & Toubro Ltd. (L&T), India. Dr. Ramakrishna oversaw the construction of major infrastructure projects and the ensuing expansion of L&T into overseas markets through the formation of international joint ventures. He stressed that the success of these undertakings was largely due to the acknowledgement that one company is simply a microcosm of the global market and without inter-personal collaboration, cooperation, integration of development, mutual understanding, and employment of others’ skills ‒ all in concert with the natural environment ‒ a company’s success will inevitably be compromised and fall short of its goals and objectives