Brand extensions: A marketing plan for the launching of a tea product line applied to Luso

This thesis project has the main goal of developing a strategic and operational marketing plan to support the launching of a tea product range by Luso directed to healthy minded consumers. The launching process will take place in Portuguese market during the summer of 2013. In this marketing plan was identified the potential market size and set actions for the new product proposal implementation, Luso Tea. This was achieved through the acquisition of knowledge from scientific research analysis that contributed to more consistent action plan definition. In an intermediary step was made a deep and crucial market, company and competitive analysis becoming possible to do a coherent product concept, support and communication. To really understand how to make an optimal product to healthy minded consumers was made a complete profiling of these target, leading to an adapted marketing strategy where was design all marketing mix components.Este projeto de tese tem o objetivo principal de desenvolver um plano de marketing estratégico e operacional para servir de base ao lançamento de uma gama de produtos de chá pela Luso, direcionado para os consumidores com uma mentalidade saudável. O processo de lançamento terá lugar no mercado Português durante o verão de 2013. Neste plano de marketing foi identificada a dimensão potencial do mercado e foram definidas ações para a implementação da nova proposta de produto, Luso Tea. Isto foi conseguido através da aquisição de conhecimentos a partir da análise de artigos científicos, o que contribuiu para a definição de um plano de ações mais consistente. Num passo intermédio foi feita uma profunda e crucial análise do mercado, da empresa e do ambiente competitivo tornando possível fazer um produto coerente ao nível do conceito, serviços de apoio e comunicação. Para realmente se compreender como fazer um produto adaptado aos consumidores com uma mentalidade saudável foi feita uma caracterização completa deste público-alvo, levando á elaboração de uma estratégia de marketing adaptada, onde foram desenhados todos componentes do marketing mix

The theory of the three-dimensional spiral of sense: an application with special reference to identity and professionalisation in other disciplinary areas

This article presents the development of a new theory called “Towards a Systemic Sui Generis Paradigm: The Theory of the Three Dimensional Spiral of Sense” Applied to Identity and Professionalization” (Article 2). This second part deals with the remaining four disciplinary areas, in which the new analysis of the social data was carried out: Education, Health, Science, Media, International Relations and Interculturality. Different research works – national and international – are presented for each area, and in turn, the theoretical frame, objectives, hypothesis/questions, variables/dimensions, material and methods, results and discussion are shown briefly for each case. Then, there is the general interpretation of results and a conclusion, from which the mainstays of this research, based on reference research works, arise; the research which is the base of out theory. It should be pointed out that, among the selected reference research works, some are comparative studies with European countries, others with Latin-American countries. The methodology used was quantitative (statistical analysis, a semi-structured survey) but mainly qualitative (lexicometric analysis, hierarchical evocations, interviews). The approach was macro-micro-meso-macro, micro, macro It consists of a kind of sui generis systemicism which recovers interactions between individuals, organizations/institutions and macro contexts. Such interplay does not overlook the individuals nor the contexts. In consists of a comprehensive, holistic approach of the complexity, even though it lies on different anthropological bases. This approach stands aside from any kind of reductionist determinisms. The results, particularly the qualitative ones, show the rich interactions underlying the continuance or innovation processes, which favor or hinder the individuals’, countries’ and institutions’ development, as well as their identity/identities in times of abrupt change. At the same time, these results reveal the need for Professionalization in relation to personal fulfillment, employability and macro social development.Fil: Aparicio, Miriam Teresita. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Mendoza; Argentina. Universidad Nacional de Cuyo. Facultad de Filosofía y Letras; Argentin

CORPORATE SOCIAL RESPONSIBILITY IN ROMANIA

The purpose of this paper is to identify the main opportunities and limitations of corporate social responsibility (CSR). The survey was defined with the aim to involve the highest possible number of relevant CSR topics and give the issue a more wholesome perspective. It provides a basis for further comprehension and deeper analyses of specific CSR areas. The conditions determining the success of CSR in Romania have been defined in the paper on the basis of the previously cumulative knowledge as well as the results of various researches. This paper provides knowledge which may be useful in the programs promoting CSR.Corporate social responsibility, Supportive policies, Romania

Social and educational outcomes at Mercedes F1 team : an explanatory study of team identification in the context of Formula

The global interest in Formula 1 and its economic relevance has grown steadily in recent years. Special focus was given to the Mercedes team due to its utter sporting dominance in the past. For those reasons, the aim of the thesis is two-folded: On the one hand, it analyses the Mercedes F1 team to derive managerial implications and best practices to ensure sporting, financial and socio-educational outcomes of an F1 organization. For this purpose, the 4-O model is applied to aggregate an overview about the team's performances in the four different areas. On the other hand, the thesis aims to determine the most and least important drivers for fans to identify with a F1 team. In that regard, a team identification survey is conducted to investigate the team-related drivers that impact fans' team identification process. The 4-O model analysis of the Mercedes F1 team indicates that sporting, financial and socio educational outcomes are interrelated and influence each other. Therefore, the thesis recommends a holistic organizational strategy far beyond the sporting targets to reinforce a long-term F1 viability. The F1 fan survey reveals that next to the team performance, F1 drivers themselves are important factors for fans to identify with a F1 team. As a consequence, the thesis suggests to focus on those and other determined key identification drivers to leverage a team's fan base.O interesse global na Fórmula 1 e a sua relevância económica tem crescido de forma constante nos últimos anos. Foi dada uma atenção especial à equipa Mercedes devido ao seu total domínio desportivo no passado. Por estas razões, o objectivo da tese é duplo: Por um lado, analisa a equipa de F1 da Mercedes para derivar implicações de gestão e melhores práticas para assegurar os resultados desportivos, financeiros e sócio-educativos de uma organização de F1. Para este efeito, o modelo 4-O é aplicado para agregar uma visão geral sobre os desempenhos da equipa nas quatro áreas diferentes. Por outro lado, a tese visa determinar os condutores mais e menos importantes para os adeptos se identificarem com uma equipa de F1. A este respeito, é realizado um inquérito de identificação da equipa para investigar os condutores relacionados com a equipa que têm impacto no processo de identificação da equipa dos adeptos. A análise do modelo 4-O da equipa de F1 da Mercedes indica que os resultados desportivos, financeiros e sócio-educativos estão inter-relacionados e influenciam-se mutuamente. Portanto, a tese recomenda uma estratégia organizacional holística muito para além dos objectivos desportivos para reforçar uma viabilidade a longo prazo da F1. O inquérito aos fãs de F1 revela que, ao lado do desempenho da equipa, os próprios condutores de F1 são factores importantes para a identificação da equipa de F1. Assim, a tese sugere que se concentre naqueles e noutros factores-chave de identificação determinados para alavancar a base de adeptos de uma equipa

Experiential marketing – A consumption of fantasies, feelings and fun. An investigation of the relationship between brand experience and loyalty within the context of the luxury cosmetics sector in Thailand

This thesis was submitted for the degree of Doctor of Philosophy and was awarded by Brunel UniversityThe concept of ‘brand experience’ has evolved as an essential area of study within the brand management and marketing discipline. Despite the importance of (and the attention paid to) this concept in recent years, the theory of brand experience has remained unclear and there is a less of theoretical support. In addition to this, several scholars content that there is a connection between brand experience and loyalty. This study aims to address the gap in the literature and provide a better understanding of the concept of ‘brand experience’ together with its consequences, with particular regard to consumer loyalty. The objective of this study is to investigate the relationship between brand experience and consumer loyalty in the luxury cosmetic brand industry (Thailand). This empirical study proceeds with a systematic review of the existing literature, leading to the development of a theoretical framework. The research adopts a mixed method (quantitative and qualitative) approach, use of a quantitative survey to collect data, validated and enhanced qualitatively by personal interviews. The questionnaires were completed by Thai customers who frequent the luxury cosmetic brand counters in three particular stores in Bangkok. The data analysis uses descriptive statistics, exploratory factor analysis, confirmatory factor analysis and linear/multiple regression analysis for hypotheses testing. The personal interviews use a purposive sampling technique. The results of this study demonstrate that sensory experience, affective experience, behavioural experience, intellectual experience and social experience form the dimensions of luxury cosmetic brand experience. In addition to this, there is a positive direct relationship between luxury cosmetic brand experience and consumer loyalty. In addition, luxury cosmetic brand experience has a positive indirect relationship with consumer loyalty through brand personality, brand trust and consumer satisfaction; albeit, brand trust is the most significant of these. A key contribution of the present study is the conceptual model the study offers that explains the phenomenon of luxury cosmetic brand experience and its consequences. This study contributes further knowledge to the marketing literature, brand management literature and, also, consumer behaviour literature (particularly in the luxury cosmetic brand sectors in Thailand and other Asian countries) and suggests directions for future research. Finally, the present study will facilitate luxury cosmetic brand managers’ endeavours to identify both the experiential needs of their customers and the marketing strategy necessary to achieve consumer loyalty

Explaning variation in luxury consumption

This PhD study extends the existing knowledge on the consumption of luxuries, by bringing together the conspicuous consumption and luxury consumption literature with self-concept and trait theory, in order to develop a conceptual framework that explains the phenomenon of luxury consumption from a consumer behaviour perspective. The model developed in this study describes and explains a) the psychological antecedents of luxury consumption in the form of a general – personal or social – selfconcept orientation, as well as in the form of various luxury-specific individual traits, and b) describes and explains a range of different consumption patterns of luxury goods. It is shown how an individual’s self-concept impacts a variety of luxury consumption behaviours via these mediating trait mechanisms. This integrative and parsimonious model helps in understanding the behaviour of these consumers and assists managers a) to better segment their markets, and b) predict consumer reactions to changes in their offering or communications, based on the interaction of multiple controllable drivers of luxury product consumption. This study offers significant theoretical contributions, as well as having important practical implications. It is the first to: a) conceptualize and empirically verify a comprehensive model that explains both the dispositions and the behaviour of the consumers of luxury goods; b) shed more light and detail in an overall proposed personal vs. social orientation to luxury consumption; c) describe and explain in detail the various personality traits of the consumers of luxury goods; and d) delineate and demonstrate empirically the various behavioural patterns of such consumers

Puissance and the Art of Worlding: Arts NPO and the Civic Coproduction of Yokohama City, Japan.

Ph.D. Thesis. University of Hawaiʻi at Mānoa 2017

Studier av HRM og ansattes ytringsrom gjennom organisasjonsmessig merkevarebygging

After decades of research there still are few studies which draw lines between research on HRM, employee voice and organizational branding. Such an academic cross-fertilization is offered by this dissertation, as a core argument in this work is that scholarship value is generated by exploring the three themes in the context of each other, and to see them as trajectories crossing each other. The intervowen nature of the present research is reflected in the main research question for the dissertation: What is the relationship between organizational branding, HRM, and employee voice in work organizations? Based on this, four sub-research questions are formulated: (i) What are the primary intra-organizational facilitators for active employee strategy support, and how do these facilitators conform to the control-commitment continuum? (ii) What is the role of HRM in reputation management, and what are the implications of reputation oriented HRM for employee voice? (iii) How do managers in public sector organizations experience and handle the tension between empowering employees as dedicated brand ambassadors while at the same time regulating their voice, and what are the possible implications for the public interest? (iv) What kind of HRM approach, as perceived by employees, facilitates internal branding, and specifically, employee brand support? The research questions are explored and answered in four academic articles. The first paper, titled "Trust and shout: HRM as facilitator for active strategy support", is based on a systematic review of the literature on factors which facilitate employees’ active support of strategies decided on by management in organizations, including branding strategies. Identified facilitators are analyzed in light of HRM approach. 12 main facilitators are identified, of which the most prevalent ones, albeit not all, gravitate towards the commitment side of the control-commitment continuum. Thus, commitment-gravitating HRM practices are found to be most effective in getting employees to actively support strategy in general, and branding strategies in particular. In the second paper, titled "When reputation management is people management: Implications for employee voice", 30 interviews are analyzed to explore the tension between organizational desires for a flattering external reputation and the risk of negative communication about the organization by employees, termed prohibitive voice. Rooted in the theoretical span between trusting employees to act as brand ambassadors and distrusting them enough to impose voice restrictions, findings reveal that organizations handle the tension with coercive HRM and technocratic control, which manifested itself as restrictions on the use of voice, and not with the brand ambassador approach. The HRM function is being utilized to protect the desired reputation, which entails that reputation management in reality is people management. Relatedly, the third paper, which is based on interviews with principals in public sector upper secondary schools in Oslo, reveals that brand ambassadorship seems to be an unrealistic approach in organizations exposed to marketization, in this case public sector schools. As a consequence, internal branding, usually an approach for ”selling” the brand to employees in order for them to ”sell” the brand to external stakeholders, is not the preferred approach by school executives. It is being trumped by voice restrictions in the form of prior message control imposed on teachers, all in order to build and protect the desired brand image. Organizations exposed to high market pressure where the brand is crucial and much is at stake do not seem allow for the trust needed to stimulate brand ambassadorship. The outcome of the restrictive approach is public silence by teachers in general, in that they shy away from taking part in public debate due to fear of sanctions. This takes part on the expense of the public interest, which, arguably, is that public sector organizations in general and public sector schools in particular shall serve the general public in a satisfactory way. Moving from a qualitative to a quantitative approach, the relationships between HRM approach, leader-member exchange (LMX), and different manifestations of employee brand support are explored in the fourth paper, titled "Mind anchors and heart grips: The role of HRM approach and LMX in internal branding". Based on data from employees at a public sector hospital, a mediated and moderated path model was tested. Findings unveil positive relationships between both high-commitment HRM and LMX and employee brand support measured through reputation strategy embeddedness, brand-congruent behaviour, and brand development participation. As hypothesized, the relationships are mediated by organizational commitment. LMX moderates the relationship between high-commitment HRM and reputation strategy embeddedness, but not between high-commitment HRM and brand-congruent behaviour and brand development participation, respectively, and none of these relationships when they are mediated by organizational commitment. Analyzed in light of internal branding theory, the findings suggest that it is mainly a commitment- leaning HRM approach, not a control-leaning approach, which facilitates internal branding. Findings also suggest that high quality LMX relationships function as facilitators for successful internal branding.Få forskere har trukket linjer mellom forskning på HRM, ansattes ytringsrom (employee voice) og organisasjonsmessig merkevarebygging (branding). Denne avhandlingen bøter på nettopp dette, i og med at jeg studerer de tre temaene i lys av hverandre. En slik interdisiplinær tilnærming er reflektert i den overordnede problemstillingen for avhandlingen: Hva er forholdet mellom organisasjonsmessig merkevarebygging, HRM og ansattes ytringsrom i organisasjoner? Basert på den overordnede problemstillingen følger fire forskningsspørsmål som avhandlingen søker å gi svar til: (i) Hva er de primære intra-organisasjonsmessige fasilitatorene for at ansatte aktivt støtter virksomhetens strategi, og hvor står disse fasilitatorene i forhold til kontinuumet mellom kotrnoll og forpliktelse i HRM-forskning? (ii) Hvilken rolle har HRM i håndteringen av organisasjoners omdømme, og hva er implikasjonene av omdømmefokusert HRM for ansattes ytringsrom? (iii) Hvordan opplever og håndterer ledere i organisasjoner i offentlig sektor spenningen mellom det å gi ansatte tillit som merkevareambassadører samtidig som de regulerer ansattes ytringer, og hva er implikasjonene av dette for hensynet til samfunnets beste? (iv) Hvilken HRM- tilnærming, erfart og opplevd av ansatte, legger best til rette for intern merkevarebygging (internal branding), og spesielt, for ansattes oppslutning om og støtte av organisasjonens merkevare? Disse forskningsspørsmålene er utforsket og besvart i fire vitenskapelige artikler. Den første artikkelen, som har tittelen "Trust and shout: HRM as facilitator for active strategy support", er basert på en systematisk gjennomgang av litteraturen på fasiliterende faktorer for ansattes aktive oppslutning om og støtte av strategi initiert av ledelsen i virksomheten der de jobber, herunder strategier for merkevarebygging. Identifiserte fasilitatorer blir analysert i lys av ulike HR-tilnærminger. 12 hovedfasilitatorer blir identifisert. Av disse graviterer de fleste, men ikke alle, mot forpliktelse, altså mot forpliktelsessiden i kontroll-forpliktelse-kontinuumet. Fasilitatorene som er påvist i flest studier graviterer også mot forpliktelse. Følgelig ser det ut til at forpliktelsesbasert HRM fungerer best og er mest effektiv når det gjelder å få ansatte til aktivt å slutte opp om og støtte strategi generelt, og merkevarestrategier spesielt. I den andre artikkelen, kalt "When reputation management is people management: Implications for employee voice", ble data fra 30 intervjuer analysert for å utforske spenningen mellom organisasjoners ønske om et fordelaktig eksternt omdømme og risikoen for negative og kritiske ytringer (prohibitive voice) om organisasjonen i eksterne fora. Studien tar utgangspunkt i det teoretiske spennet mellom det å la ansatte agere som merkevareambassadører, som er basert på tillit, og innføre restriksjoner på ytringer, noe som er basert på mistillit. Studien indikerer at organisasjoner håndterer denne spenningen med kontrollorientert HRM og såkalt teknokratisk kontroll, noe som her manifesterer seg i restriksjoner på ansattes muligheter til å ytre seg. Spenningen håndteres i mindre grad ved å gi ansatte tillit som merkevareambassadører. En implikasjon av dette er at HR-funksjonen brukes for å beskytte organisasjoners omdømme, noe som innebærer at håndtering av omdømme ofte er håndtering og ledelse av mennesker. Artikkel nummer tre, som er basert på intervjuer med rektorer ved offentlige videregående skoler, tyder på at merkevareambassadør-tilnærmingen ikke er realistisk i organisasjoner eksponert for marketisering; her offentlige videregående skoler i Oslo. En konsekvens av dette er at intern merkevarebygging (internal branding), som er en strategi for å “selge” organisasjonens merkevare til ansatte slik at de i sin tur vil “selge” den til eksterne interessenter, ikke er den foretrukne tilnærmingen for skoleledere. I stedet foretrekker skoleledere restriksjoner på eksterne ytringer på føre var-vis, altså kontroll av læreres mulige ytringer før de blir ytret – alt for å bygge og beskytte skolenes ønskede merkevare. Organisasjoner eksponert for markedsmessig press der merkevaren er essensiell og mye står på spill demonstrerer ikke den nødendige tilliten til ansatte for å la dem være merkevareambassadører. Konsekvensen av denne restriktive strategien er offentlig taushet fra lærere, i og med at de ikke deltar i offentlig debatt og ordskifter av frykt for sanksjoner fra skoleledelsen. Dette går på bekostning av det som er en sentral oppgave for organisasjoner i offentlig sektor generelt og offentlige skoler spesielt, nemlig å tjene offentlighetens og samfunnets interesser. I den fjerde artikkelen, som baserer seg på kvantitative analyser av survey-data fra ansatte ved stort offentlig sykehus, studeres forholdet mellom HRM-tilnærming, forholdet mellom ansatt og leder (leader-member exchange) og ulike uttrykk for ansattes oppslutning om og støtte av organisasjonens merkevare. I artikkelen, som har tittelen "Mind anchors and heart grips: The role of HRM approach and LMX in internal branding", analyseres data med stianalyse. En modell med en mellomliggende variabel (mediator) og mulig samspill mellom to variabler blir testet. Resultatene viser at at det er statistisk signifikante sammenhenger mellom både forpliktelsesorientert HRM (high-commitment HRM) og leader-member exchange (LMX) og tre uttrykk for ansattes oppslutning om og støtte av organisasjonens merkevare (reputation strategy embeddedness, brand-congruent behaviour, and brand development participation). Som antatt er sammenhengene mediert av organisasjonsmessig forpliktelse (organizational commitment). Samspill mellom forpliktelsesorientert HRM og LMX gjør at LMX modererer forholdet mellom forpliktelsesbasert HRM og reputation strategy embeddedness, men ikke mellom forpliktelsesbasert HRM og variablene brand-congruent behaviour og brand development participation. LMX moderer ingen av disse forholdene når de medieres av organisasjonsforpliktelse (organizational commitment). Analysert i lys av teori om intern merkevarebygging (internal branding) tyder funnene på at forpliktelsesbasert HRM fasiliterer intern merkevarebygging. LMX-forhold av høy kvalitet ser også ut til å legge til rette for suksessfull intern merkevarebygging