Corporate brand identity management – proposal of a new framework

The term “corporate brand” has been widely used in literature since the eighties. According to Balmer (1998) this concept tends to be used as an alternative to the concept of corporate identity. The author argues that the use of branding principles to discuss corporate identity has tended to align the area more closely with marketing. However, the literature on brand management (Aaker, 1991; Kapferer, 1991 and de Chernatony and McDonald, 1992), gives little attention to the corporate brand” (p. 985). Based on the concepts of corporate brand, brand identity and B2B relationship, the authors are interested in eliminating this gap in literature by designing a framework of corporate brand identity management. The aim of this investigation is to investigate the impact of B2B relationships in corporate brand identity management. The methodology used is quantitative analysis of surveys and scale development. The originality of this paper is to investigate the influence of the relationship between brands in corporate brand identity. This investigation is very important to help the decisions of the corporate brand managers and academics. According to literature, namely on corporate brands (Balmer 2002b, Hatch and Schultz, 2001, 2003) and on brand identity (Kapferer, 1991, 2008, Aaker, 1996, de Chernatony, 1999) the authors developed a corporate brand identity management framework considering relationships between brands a context variable with definite impact on identity management as stated by Hakansson and Snehota (1989, 1995). These authors consider that organisations´ identity management is pursued under a relational perspective with impact on identity management. Most researchers on identity and corporate brand emphasise the importance of external influences (Kennedy, 1977; King, 1991; de Chernatony, 1999; Balmer and Gray, 2000; Balmer, 2002a). Those influences concern legislation, concurrence, political issues... and stakeholders’ perceptions and reputations (due to the holistic approach demanded by corporate brands). In this context the authors claim the importance of another influence: B2B relationships. This decision is inspired in sociological studies (Mannheim, 1950; and Tajfel and Turner, 1979) regarding individual identity. These authors claim that individuals form their personality by interacting in the social field. The authors argue that corporate brand identity also develops itself under a relational approach. The relationships selected to pursue this investigation are the ones that are developed by Portuguese universities and investigation centres that cooperate by developing investigation. Those centres are administrative and financially autonomousCIICES

The cultural determinants of international business loyalty: a case study of Japanese and Portuguese firms

In business-to-business markets, customers’ loyalty is critical to success, although its building process may be different from consumer markets. Not only do we propose to investigate B2B loyalty but also how this construct occurs across cultures, i.e., is B2B loyalty affected by culture? Preliminary research results indicate that Japanese companies will change foreign supplier more easily than Portuguese companies as Japanese society is very competitive and has higher levels of ethnocentrism. Based on preliminary interviews and a literature review we propose that masculinity, ethnocentrism and suppliers’ cultural interaction capabilities are antecedents of cross-cultural customers’ loyalty

What do innovators do to succeed? A case study of Sage plc

What do innovators do in their efforts to succeed? Successful innovation is embedded and leveraged by the management strategy. Sage plc, the third largest management software company in the world, is analysed. Various factors are seen to foster an innovation culture at Sage: an open organizational culture, a responsive market orientation coupled with a proactive market orientation, an international expansion strategy according to a multi-domestic orientation, and a horizontal internal communication policy. Sage Portugal was visited and its CEO interviewed, several times, in-depth. Sage Portugal Nº2 was also interviewed. Company documents, reports, newsletters, Internet site and Intranet were also analysed

Identity – towards a conceptualization

The development of economical relations increases the interaction between organizations and stakeholders. It is no more acceptable to manage an organization under a transactional perspective where suppliers had a fundamental role. Nowadays organizations are being managed under a relational perspective where relations and relationship management in general have consequences in identity management (Hakansson e Snehota, 1989, 1995). A correct perception and management of identity is necessary to achieve distinctiveness in the competitive environment. This way, identity is influenced by relations with stakeholders in general and particularly with competitors. The ICIG concept states that identity is related with the values of the organization and it helps creating distinctiveness in the competitive environment (Van Riel, Balmer, 1997); Baker and Balmer (1997) state that identity is what the organization is; Suvatjis and de Chernatony (2005) refer that expressing identity is a dynamic process that evolves the use of a management model to face context changes; Kapferer (1991) states that brand identity is the project, the self conception of the brand. After reviewing and confronting literature under the plethora of identities’ concepts and perspectives (He, Balmer, 2007) one can’t find an integrative answer with all the elements that contribute to identity of organizations. The authors are strongly interested to contribute to the elimination of this limitation and to answer to strategic management needs. In a marketing context one can find: - the corporate identity approach that is focused in the distinctive attributes of an organization (Abratt, Balmer, Marwick e Fill, Stuart, Balmer and Gray, Alessandri, Suvatjis and de Chernatony) - the brand identity approach (related with the application of corporate identity studies to brands) - Kapferer, Semprini, Aaker, de Chernatony). Kapferer (1991), one of the most prolific authors in this field was the first author to integrate identity in a brand concept. In his view, identity is an emission concept. This idea is shared also by Aaker (1996). Yet, identity has to be managed in a competitive environment which is constantly changing. After reviewing and confronting literature, authors select concepts that are generally accepted by the investigators in order to design a model to analyze and manage identity: - corporate identity models: personality, image/reputation, culture, philosophy, mission, strategy, structure, communication - some of these concepts derive from identity models and others from identity management models; - brand identity models – Kapferer (1991, 2008) identity prism, witch is basis of literature in this field: culture, physical facet, personality, relationship (between brand and consumer), reflected consumer, consumers` self-concept. After discussion authors decide to include other concept in line with other authors` view: country of origin (Aaker, 1996). A discussion eliminates the twin concepts and the final selection is as follows: personality, image/reputation, culture (including philosophy and mission), strategy, structure, communication, culture, physical facet, relationship (between brand and consumer), reflected consumer, consumers` self-concept and according to authors` reflections “relationships” deriving from competitors` actions in competitive environment. Competitors’ actions and decisions have a stronger influence in the organizations` positioning than any other stakeholder as stated before. This is a work in progress towards a new model in identity analysis and management so an exploratory study will follow inquiring experts on identity in order to evaluate these concepts and correct the theoretical perspectives.CIICES

Corporate brand identity management in a technological faculty – how brand relationships influence students and companies reputations

Identity is traditionally defined as an emission concept [1]. Yet, some research points out that there are external factors that can influence it [2]; [3]; [4]. This subject is even more relevant if one considers corporate brands. According to Aaker [5] the number, the power and the credibility of corporate associations are bigger in the case of corporate brands. Literature recognizes the influence of relationships between companies in identity management. Yet, given the increasingly important role of corporate brands, it is surprising that to date no attempt to evaluate that influence has been made in the management of corporate brand identity. Also Keller and Lehman [6] highlight relationships and costumer experience as two areas requiring more investigation. In line with this, the authors intend to develop an empirical research in order to evaluate the influence of relationships between brands in the identity of corporate brand from an internal perspective by interviewing internal stakeholders (brand managers and internal clients). This paper is organized by main contents: theoretical background, research methodology, data analysis and conclusions and finally cues to future investigation.CIICES

Innovation and entrepreneurship: What professors from leading universities say

As innovation is essential for the competitiveness of enterprises and economic development there is a question which has been raised with some insistence: Do teaching practices make a difference to innovation and entrepreneurship in the work place? Experts were contacted for their views. They say yes, as long as the teaching method is adequate. So, in the USA, a naturally innovative society, a new concept of integrated teaching was developed - “hands-on” to increase innovation ever more in North America. This concept proved also to be successful in a non-innovative society as is demonstrated by the case of MIETE (a partnership between FEUP and FEP, University of Porto) in Portugal

Diferentes abordagens conceptuais sobre a internacionalização das empresas : uma revisão bibliográfica

<p>A wealth of research has addressed the internationalization of firms using different theories and conceptual perspectives. This paper examines the extant research on internationalization specifically delving into seven streams of research: Market Power, Evolutionary Model, Internalization &amp; Transaction Cost, Eclectic Paradigm, Resource-Based View, Institutional and International New Ventures &amp; Born Global. Methodologically we conduct a bibliometric review in six leading journals recognized for publishing International Business (IB) research, during a forty one year period, from 1970 to 2010. Using citations and co-citations analyses on a sample of 1,459 articles, we sought to better understand the internationalization approaches and how they are interconnected, by examining its growth over time, the most used approaches, the works that have had the greatest impact, and the intellectual interconnections among authors. We conclude that there is no dominant approach in International Business research, albeit the Evolutionary Model has been the most cited - in almost 26% of the extant research, specially the paper– “<em>The internationalization process of the firm: A model of knowledge development and increasing foreign market commitment</em>”, by Johanson and Vahlne (1977). We present a broad discussion and point out limitations and directions for future research.</p

O Método Lead User para o desenvolvimento de produtos

Este artigo foca uma forma de inovação mais democrática. A democratização da inovação significa que há utilizadores de produtos e serviços (tanto empresas como consumidores individuais) que cada vez mais são capazes de inovar por iniciativa própria. Esta tendência crescente vem mudar a natureza das relações comerciais existentes no mercado, onde tradicionalmente eram os fabricantes quem detinham os processos de desenvolvimento e de inovação dos produtos. Este facto é particularmente evidente nos “Produtos/Serviços da Informação” em que os utilizadores têm a possibilidade de conceber grande parte ou a totalidade do produto ou serviço sem recorrer a um fabricante. São disso exemplo as conhecidas iniciativas ”Software Livre” (Linux, Apache, etc.) onde uma comunidade de utilizadores desenvolveu um produto capaz de concorrer em pé de igualdade com produtos inteiramente desenvolvidos pelos fabricantes