The moderating effect of brand orientation on inter-firm market orientation and performance

While prior research has shown that market and brand orientation are key contributors to successful business performance, research to date has not fully explored how inter firm collaboration for these two key orientations can enhance business performance. The purpose of the paper is to investigate the relationship between inter-firm market and performance; to test for the moderating role of brand orientation in that relationship. A total of 169 completed pairs of surveys were collected of small and medium enterprises operating internationally in a variety of industries in Switzerland. The results show that inter-firm market and brand orientation are two antecedents of marketing and financial performance. The impact of inter-firm market on marketing and financial performance is significant when the brand orientation is favorable. This study extends previous research by examining the moderating role of brand orientation on inter firm market orientation, which is important, especially for firms wanting to increase their brand reputation by entering into partnerships with other firms. Further research is indicated, to identify the key moderators of the driving force of inter-firm market in relation to business performance and the reason why maintaining a strong brand presence is important in the international marketplace

Metal enrichment of the intra-cluster medium over a Hubble time for merging and relaxed galaxy clusters

We investigate the efficiency of galactic mass loss, triggered by ram-pressure stripping and galactic winds of cluster galaxies, on the chemical enrichment of the intra-cluster medium (ICM). We combine N-body and hydrodynamic simulations with a semi-numerical galaxy formation model. By including simultaneously different enrichment processes, namely ram-pressure stripping and galactic winds, in galaxy-cluster simulations, we are able to reproduce the observed metal distribution in the ICM. We find that the mass loss by galactic winds in the redshift regime z>2 is ~10% to 20% of the total galactic wind mass loss, whereas the mass loss by ram-pressure stripping in the same epoch is up to 5% of the total ram-pressure stripping mass loss over the whole simulation time. In the cluster formation epochs z<2 ram-pressure stripping becomes more dominant than galactic winds. We discuss the non-correlation between the evolution of the mean metallicity of galaxy clusters and the galactic mass losses. For comparison with observations we present two dimensional maps of the ICM quantities and radial metallicity profiles. The shape of the observed profiles is well reproduced by the simulations in the case of merging systems. In the case of cool-core clusters the slope of the observed profiles are reproduced by the simulation at radii below ~300 kpc, whereas at larger radii the observed profiles are shallower. We confirm the inhomogeneous metal distribution in the ICM found in observations. To study the robustness of our results, we investigate two different descriptions for the enrichment process interaction.Comment: 11 pages, 13 figures, accepted for publication in A&A, high resolution version can be found at <http://astro.uibk.ac.at/~wolfgang/kapferer.pdf

Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party

Brands are strategic assets and key to achieving a competitive advantage. Brands can be seen as a heuristic device, encapsulating a series of values that enable the consumer to make quick and efficient choices. More recently, the notion of a political brand and the rhetoric of branding have been widely adopted by many political parties as they seek to differentiate themselves, and this has led to an emerging interest in the idea of the political brand. Therefore, this paper examines the UK Conservative Party brand under David Cameron’s leadership and examines the applicability of Kapferer’s brand identity prism to political branding. This paper extends and operationalises the brand identity prism into a ‘political brand identity network’ which identifies the inter-relatedness of the components of the corporate political brand and the candidate political brand. Crucial for practitioners, this model can demonstrate how the brand is presented and communicated to the electorate and serves as a useful mechanism to identify consistency within the corporate and candidate political brands

Ram pressure stripping of the multiphase ISM in the Virgo cluster spiral galaxy NGC 4438

Ram pressure stripping of the multiphase ISM is studied in the perturbed Virgo cluster spiral galaxy NGC 4438. This galaxy underwent a tidal interaction ~100 Myr ago and is now strongly affected by ram pressure stripping. Deep VLA radio continuum observations at 6 and 20 cm are presented. We detect prominent extraplanar emission to the west of the galactic center, which extends twice as far as the other tracers of extraplanar material. The spectral index of the extraplanar emission does not steepen with increasing distance from the galaxy. This implies in situ re-acceleration of relativistic electrons. The comparison with multiwavelength observations shows that the magnetic field and the warm ionized interstellar medium traced by Halpha emission are closely linked. The kinematics of the northern extraplanar Halpha emission, which is ascribed to star formation, follow those of the extraplanar CO emission. In the western and southern extraplanar regions, the Halpha measured velocities are greater than those of the CO lines. We suggest that the ionized gas of this region is excited by ram pressure. The spatial and velocity offsets are consistent with a scenario where the diffuse ionized gas is more efficiently pushed by ram pressure stripping than the neutral gas. We suggest that the recently found radio-deficient regions compared to 24 mum emission are due to this difference in stripping efficiency.Comment: 8 pages, 6 figures, A&A, accepted for publicatio

Designing Luxury Experience

In luxury brand management, experiences are essential. However, most of what we know about designing customer experiences originates from work developed with and/or for mass brands. Luxury brands are conceptually different and require a specific approach to brand management. Using a grounded theory approach, we present a framework consisting of seven principles to design luxury experience. Our research suggests that to create a true luxury experience brands should go beyond traditional frameworks of brand management. By compiling best practices and the commonalities amongst the interviewed companies' most successful efforts to create a luxury experience, the framework can help brands to implement a trading-up strategy: Luxury brands can enhance their desirability by offering a true luxury experience and non-luxury brands can adopt principles of luxury experience and become life-style brands

Do UK universities communicate their brands effectively through their websites?

This paper attempts to explore the effectiveness of UK universities’ websites. The area of branding in higher education has received increasing academic investigation, but little work has researched how universities demonstrate their brand promises through their websites. The quest to differentiate through branding can be challenging in the university context, however. It is argued that those institutions that have a strong distinctive image will be in a better position to face a changing future. Employing a multistage methodology, the web pages of twenty UK universities were investigated by using a combination of content and multivariable analysis. Results indicated ‘traditional values’ such as teaching and research were often well communicated in terms of online brand but ‘emotional values’ like social responsibility and the universities’ environments were less consistently communicated, despite their increased topicality. It is therefore suggested that emotional values may offer a basis for possible future online differentiation

Metal enrichment of the intra-cluster medium over a Hubble time for merging and relaxed galaxy clusters

We investigate the efficiency of galactic mass loss, triggered by ram-pressure stripping and galactic winds of cluster galaxies, on the chemical enrichment of the intra-cluster medium (ICM). We combine N-body and hydrodynamic simulations with a semi-numerical galaxy formation model. By including simultaneously different enrichment processes, namely ram-pressure stripping and galactic winds, in galaxy-cluster simulations, we are able to reproduce the observed metal distribution in the ICM. We find that the mass loss by galactic winds in the redshift regime z>2 is ~10% to 20% of the total galactic wind mass loss, whereas the mass loss by ram-pressure stripping in the same epoch is up to 5% of the total ram-pressure stripping mass loss over the whole simulation time. In the cluster formation epochs z<2 ram-pressure stripping becomes more dominant than galactic winds. We discuss the non-correlation between the evolution of the mean metallicity of galaxy clusters and the galactic mass losses. For comparison with observations we present two dimensional maps of the ICM quantities and radial metallicity profiles. The shape of the observed profiles is well reproduced by the simulations in the case of merging systems. In the case of cool-core clusters the slope of the observed profiles are reproduced by the simulation at radii below ~300 kpc, whereas at larger radii the observed profiles are shallower. We confirm the inhomogeneous metal distribution in the ICM found in observations. To study the robustness of our results, we investigate two different descriptions for the enrichment process interaction.Comment: 11 pages, 13 figures, accepted for publication in A&A, high resolution version can be found at <http://astro.uibk.ac.at/~wolfgang/kapferer.pdf

Prioritization of the launch of ICT products and services through linguistic multi-criteria decision-making

The market launch of new products and services is a basic pillar for large and medium-sized companies in the ICT (Information and Communications Technology) sector. Choosing the right moment for it is usually a differentiating factor in terms of competition, since it is a source of competitive advantage. There are several mechanisms and strategies to address this problem from the market perspective. However, the criteria of the different actors involved – managers, sales representatives, experts, etc. – coexist in the corporate sphere and they often differ, causing difficulties in priority setting processes in the launch of a product or service. The assessment of the prioritization of these criteria is usually expressed in natural language, thus adding a great deal of uncertainty. Fuzzy linguistic models have proved to be an efficient tool for managing the intrinsic uncertainty of this type of information. This paper presents a linguistic multi-criteria decision-making model, able to reconcile the different requirements and viewpoints existing in the corporate sector when planning the launch of new products and services. The proposed model is based on the fuzzy 2-tuple linguistic model, aimed at managing linguistic data expressing different corporate criteria, without compromising accuracy in the calculation of said data. In order to illustrate this, a practical case study is presented, in which the model is applied for scheduling the launch prioritization of several new products and services by a telecommunications company, within the deadlines set in its strategic planning.The authors would like to acknowledge the financial support received from the European Regional Development Fund (ERDF) for the Research Projects TIN2016-75850-R, TIN2016-79484-R and TIN2013-40658-P