Adele Berndt and Corné Meintjes
Family businesses feature prominently in economies, including the South African wine industry, using websites to convey their family identity. This research paper aims to explore…
Abstract
Purpose
Family businesses feature prominently in economies, including the South African wine industry, using websites to convey their family identity. This research paper aims to explore the family identity elements that family wineries use on their websites, their alignment and how these are communicated online.
Design/methodology/approach
Based on Gioia’s methodology, a two-pronged approach was used to analyze 113 wineries’ websites’ text using Atlas. ti from an interpretivist perspective.
Findings
South African wineries use corporate identity, corporate personality and corporate expression to illustrate their familiness on their websites. It is portrayed through their family name and heritage, supported by their direction, purpose and aspirations, which emerge from the family identity and personality. These are dynamic and expressed through verbal and visual elements. Wineries described their behaviour, relevant competencies and passion as personality traits. Sustainability was considered an integral part of their brand promise, closely related to their family identity and personality, reflecting their family-oriented philosophy. These findings highlight the integration that exists among these components.
Practical implications
Theoretically, this study proposes a family business brand identity framework emphasising the centrality of familiness to its identity, personality and expression. Using websites to illustrate this familiness is emphasised with the recommendation that family businesses leverage this unique attribute in their identity to communicate their authenticity.
Originality/value
This study contributes to understanding what family wineries communicate on their websites, specifically by examining the elements necessary to create a family business brand based on the interrelationship between family identity, personality and expression with familiness at its core, resulting in a proposed family business brand identity framework.
Details
Keywords
Adele Berndt, H.B. Klopper, Ilse Niemann‐Struweg and Corne Meintjes
The purpose of the study was to investigate the involvement and actions (co‐creation) of residents of South Africa prior to the commencement of the 2010 Soccer World Cup, which…
Abstract
Purpose
The purpose of the study was to investigate the involvement and actions (co‐creation) of residents of South Africa prior to the commencement of the 2010 Soccer World Cup, which was held in South Africa during June and July 2010.
Design/methodology/approach
Quantitative research was conducted in the three major metropolitan centres in South Africa, using a self‐completion questionnaire among residents in South Africa, using purposive sampling. The questionnaire consisted of two sections. Data collection was supervised by trained fieldworkers.
Findings
The responses of 1,352 respondents who took part indicate significant differences between the involvement of the genders, language groups and nationalities, while in the case of actions, significant differences were found between genders and income groups. The study also found an association between the involvement and actions in the case of this mega‐event.
Research limitations/implications
The research was conducted one month prior to the event, and those who had exhibited actions may have been predisposed to taking part in the event. Research was limited to three major centres in South Africa.
Practical implications
This has implications for the marketing of mega‐events in other countries as well as events other than sports events, specifically in the development of the marketing strategy associated with the event and more specifically the marketing communication strategy, focussed on attracting residents.
Originality/value
The importance of the study can be found in the scarcity of the literature that primarily investigates the role of residents in the co‐creation associated with a mega‐event.
Details
Keywords
Isabel Botero, Giuseppe Pedeliento, Cristina Bettinelli and Edgar Centeno-Velázquez
– The purpose of this paper is to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Abstract
Purpose
The purpose of this paper is to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds his/her own impartial comments and places the articles in context.
Findings
The crucial nature of involvement has long been recognized within the marketing fraternity. Various definitions persist about a concept which essentially defines the relevance of a product, service or brand to a specific individual or group. In addition, it stands to reason that when people assume a connection exists between an entity and their own lives, interest and motivation naturally grow.
Practical implications
This paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.