A simulation comparison of methods for new product location

Includes bibliographical references (p. 29-31)

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

Embedding knowledge and value of a brand into sustainability for differentiation

This is the post-print version of the final paper published in the Journal of World Business (under the provisional title "Embedding sustainability into brand knowledge and brand value for brand differentiation"). The published article is available from the link below. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. Copyright @ 2012 Elsevier B.V.Organisations offer products to consumers, buyers often question if the product or its production process are linked to the environmental, social or economic challenges being faced by mankind. Inquisitiveness of customers in this direction points towards an opportunity for marketers to create differentiation based on the concerns of brand towards overall issue of sustainability. The authors have synthesized knowledge from various domains with a positivistic approach to understand sustainability from the perspective of branding. Using empirical knowledge this study recommends embedding sustainability into brand knowledge and brand value for creating a differentiation for the brand in a competitive market

Assessing the greenness of environmental advertising claims made by multinational industrial firms

Growing skepticism about green advertisements calls for a thorough investigation of the environmental claims made by firms. This is particularly important in the context of industrial and international markets, where research on the subject is virtually non-existent. By employing legitimacy theory, this article develops several research hypotheses linking various dimensions of environmental claims made in green advertisements (i.e., focal points, evaluation areas, leverage aspects, driving forces) with advertising greenness (i.e., shallow, moderate, deep). It then tests these hypotheses with data obtained from a content analysis of 383 green magazine advertisements by multinational firms producing industrial goods. In accord with legitimacy theory, the results indicate that, the stronger the greenness of an advertisement: (a) the greater the use of focal points relating to a product, processes, image, and facts; (b) the more specific, strong, substantive, and acceptable are the issues raised; (c) the higher the employment of rational, emotional, and moral points to leverage environmental matters; and (d) the sharper the driving forces relating to the planet and its flora, fauna, and human entities. Several important conclusions, managerial implications, and directions for future research are derived from these findings

Multiattribute perceptual mapping with idiosyncratic brand and attribute sets

This article proposes an extremely flexible procedure for perceptual mapping based on multiattribute ratings, such that the respondent freely generates sets of both brands and attributes. Therefore, the brands and attributes are known and relevant to each participant. Collecting and analyzing such idiosyncratic datasets can be challenging. Therefore, this study proposes a modification of generalized canonical correlation analysis to support the analysis of the complex data structure. The model results in a common perceptual map with subject-specific and overall fit measures. An experimental study compares the proposed procedure with alternative approaches using predetermined sets of brands and/or attributes. In the proposed procedure, brands are better known, attributes appear more relevant, and the respondent's burden is lower. The positions of brands in the new perceptual map differ from those obtained when using fixed brand sets. Moreover, the new procedure typically yields positioning information on more brands. An empirical study on positioning of shoe stores illustrates our procedure and resulting insights. Finally, the authors discuss limitations, potential application areas, and directions for research

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