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The purpose of this paper is to compare how some firms from China and some from other emerging countries (EC) are using a variety of branding strategies to improve their global competitiveness. A total of 14 firms have been compared on criteria related to possible acquisition of foreign brands, development of local brands, personality of the leaders and in some cases use of ideological messages.

The paper is mostly based on case studies coming from literature, interviews from marketing executives of major enterprises from China or other EC. It is mainly exploratory in its approach.

The critical success factors for the competitiveness of emerging countries brands are either coming from the choice to create a local brand from scratch, to buy an existing famous brand, or to imitate successful foreign brands. Few strategic differences appear between Chinese firms and the ones from other EC. The factors explaining success or failure are linked to the type of industry and the way it relates to the country of origin effect, the level of marketing “maturity” as well as the personality and visibility of the entrepreneur.

The study does not aim at being statistically representative, the firms which are selected may not be a full representation of Chinese firms branding strategy or from emerging nations.

The definition of the brand strategy for emerging countries firms is a relatively new subject and this study is a contribution to helping enterprises in finding the best approach as well as giving examples for academic studies on Chinese firms marketing efficiency.

The purpose of this paper is to examine the different strategies implemented by a number of successful Chinese firms currently striving to build global brands in order to improve their export capabilities. A particular emphasis is put on the transfer of marketing technology for brand engineering in order to achieve this goal.

The analysis uses case study methodology to understand what many prominent Chinese exporting firms have achieved, and develops a theory about their general strategy. Five firms have been chosen: Lenovo, Haier, Cosco, Tsingtao, Geely. Aside from these five, information is also given on the branding strategy of Li Ning and Suntech Power. A great part of the information collected is coming from “desk research”, except for Haier, Lenovo and Tsingtao for which personal contacts and visits took place in 2005 and 2006.

The findings suggest that some of the most successful Chinese firms in the field of development of brand image either use some marketing tools, such as increasing their communication spending, improving quality control, emphasizing their corporate social responsibility visibility, or by seeking a partnership through mergers/acquisition with successful foreign brands. A basic global branding model has been defined as consistent with Chinese firms’ experience.

The study was limited to seven firms to be considered among the most successful Chinese businesses. It does not intend to be perceived as statistically representative. The period of observation of the effect of the strategy which was implemented was short and during a time of booming Chinese economy. It was impossible to isolate the extraneous variables linked to the economic or competitive situation, knowing that they could affect the observations on the firms that were studied.

Though the entry strategies on the Chinese market as well as inbound foreign direct investments have been the object of a great number of publications, the outbound strategies of Chinese exporting firms, as well as the impact of technology transfer, has been covered less frequently. Therefore, this paper can have value for candidates for the improvement of global branding.

This paper aims to determine pathways leading to enterprise profitability during the COVID-19 pandemic in the Philippines.

The study (N = 272) was participated by 228 micro, small and medium enterprises (MSMEs) and 44 large enterprises. Configurational analysis using the fuzzy-set qualitative comparative analysis was used in modelling combinations of firm characteristics and organizational resilience attributes that could lead to enterprise profitability.

Using the Benchmark Resilience Tool of Resilient Organisations, the study showed that three main attributes of organizational resilience (leadership and culture, networks and relationships, and readiness to change) played significant roles in enterprise profitability. Other conditions of varying influence on profitability included costs, sales, number of employees and the number of years in operations of an enterprise. For MSMEs, profitability can be achieved if all resilience attributes are present, while for large enterprises, the absence of some resilience attributes can be compensated by other attributes such as low decline in sales, low employee reduction, and more years in operation.

While the COVID-19 pandemic’s impacts have been far-reaching, the MSMEs and large enterprises are more likely to be profitable if they have used the three organizational resilience attributes. Moreover, these attributes do not only improve firm profitability and the overall enterprise performance during the present pandemic but also prepare them for future shocks.

To the best of the authors’ knowledge, modelling antecedents of enterprise profitability using configurational analysis is the first in the Philippines.

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).

This paper aims to clarify the challenge of emerging countries’ firms regarding their brand policy. The purpose of the paper is to examine the branding options offered to emerging countries companies when expanding internationally.

After having clarified the two paradoxes faced by emerging countries’ brands by way of synthesizing various works, the author formulates a model that provides a representation for the possible brand strategy choices of emerging country companies.

The authors formulate a framework with four brand management options which may be put into practice in emerging countries’ companies and suggest how an emerging country’s company could create and develop the best-adapted international brand policy depending on its specific situation regarding localness emphasis and customers’ risk reduction acceptance.

Results lead to the conclusion that the notion that only global brands are associated with higher product quality or prestige (in relation to local brands) is not a universal truth and thus needs to be interpreted with caution. The research provides support for a branding strategy embedded in the local emerging countries context and tally with research showing that more and more firms from emerging economies are using foreign image association strategies as important components of their branding and marketing strategies.

The proposal reinforces the contingency perspective of international marketing according to which brand policy may depend on company criteria, as well as foreign market specificities. The research confirms the competitive capacity of emerging countries’ companies’ brands, broadens the scope of international branding knowledge by shifting the focus to under-researched regions of the world.

The purpose of this paper is to investigate the relation of spirituality and creativity in business context.

The paper presents practical examples of spiritual-based creative business models in different faith traditions (Hinduism, Christianity and Anthroposophy).

Spirituality and a deep sense of connectedness are essential to enhance creativity and care in business. Spirituality creates free space and openness to allow the future to emerge organically. It creates a distance between the self and the pressures of the market and the routines of business and daily life. This distance is a necessary condition for developing creative, ethical and responsible solutions to the complex challenges around us.

Spiritually inspired creative business models overcome the instrumental rationality and materialistic orientation of today’s business management which produces large scale ecological, social and ethical “ills.” The paper shows that alternative business management practices need a spiritual foundation to be more creative and caring.

The aim of this study is to identify and characterize kids' menu offer in fast-food and traditional restaurants located in shopping centres in five different countries.

An observational cross-sectional study is carried out, though a study was performed in all restaurants located in shopping centres from main cities, in five countries: Brazil, Chile, Croatia, Hungary and Portugal. A tool for assessing the quality of menus is used for the analysis (Kids Menu Healthy Score (KIMEHS)). Menu prices between countries were compared.

A total of 192 kids' menus were collected, 44 in Portugal, 57 in Brazil, 66 in Chile, 15 in Hungary and 10 in Croatia. All the countries have average negative KIMEHS values for the menus, indicating that the offer is generally poor in terms of healthy options. The cost of children's menus in European countries is generally low. In Brazil, the price is significantly more expensive, which may limit the accessibility by social economically deprived populations. No significant differences were found in the average cost of meals from different restaurants typology. Traditional/Western restaurants present the highest price.

Globally, kids' menus are composed by unhealthy food items, pointing to the need of improvements in food availability, aiming to promote healthy food habits among children.

This study presents innovative data on children's menus, allowing for characterization of meals offered to children and comparison between different countries.

Key points

1. Kids’ menus are composed by unhealthy food items.

2. Improvement of kids' menus quality will promote children food habits.

3. Healthier out-of-home food consumption will contribute to public health.

Kids’ menus are composed by unhealthy food items.

Improvement of kids' menus quality will promote children food habits.

Healthier out-of-home food consumption will contribute to public health.

Lean Six Sigma (LSS) is often perceived as a foundation for implementing Industry 4.0 (I4.0) within an organization, with the two strengthening each other in different ways. The purpose of this article is to examine the evolution, trends and motivation for merging LSS and I4.0 and to gain insights into LSS 4.0 in both manufacturing and service sectors. This article also explores the effective methods for integrating and implementing LSS 4.0 in both manufacturing and service sectors, along with conducting a Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis of LSS 4.0.

By conducting a systematic literature review in compliance with the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, relevant literature from 2010 to 2023 was reviewed using appropriate keywords and research criteria. The objective was to identify, select and evaluate research articles related to LSS 4.0. Consequently, 159 relevant papers were located in databases, including Elsevier, Taylor and Francis Group, IEEE, Springer, Emerald Insights, Scopus and non-Scopus databases. Additionally, this review aimed to understand the progress of LSS 4.0 from the manufacturing and service sector context and to perform a SWOT analysis of LSS 4.0.

This review reveals a significant surge in the literature on LSS and I4.0 over the past three years. The research articles were categorized based on various themes, including the publisher, journals, types of articles and geographical factors such as country and continent. Additionally, the review examined the progress of LSS 4.0 in both manufacturing and service sectors. A SWOT analysis was also performed to identify the SWOT of LSS 4.0.

This is the first exclusive research work to conduct a SWOT analysis of LSS 4.0. This research article is highly valuable for academicians, researchers, policymakers and practitioners as it helps to identify the SWOT of LSS 4.0. Furthermore, it provides an overview of the progress of LSS 4.0 from both manufacturing and service sector perspectives, and significant case studies are discussed.

The purpose of the present study was to review the thermo-mechanical challenges of reflowed lead-free solder joints in surface mount components (SMCs). The topics of the review include challenges in modelling of the reflow soldering process, optimization and the future challenges in the reflow soldering process. Besides, the numerical approach of lead-free solder reliability is also discussed.

Lead-free reflow soldering is one of the most significant processes in the development of surface mount technology, especially toward the miniaturization of the advanced SMCs package. The challenges lead to more complex thermal responses when the PCB assembly passes through the reflow oven. The virtual modelling tools facilitate the modelling and simulation of the lead-free reflow process, which provide more data and clear visualization on the particular process.

With the growing trend of computer power and software capability, the multidisciplinary simulation, such as the temperature and thermal stress of lead-free SMCs, under the influenced of a specific process atmosphere can be provided. A simulation modelling technique for the thermal response and flow field prediction of a reflow process is cost-effective and has greatly helped the engineer to eliminate guesswork. Besides, simulated-based optimization methods of the reflow process have gained popularity because of them being economical and have reduced time-consumption, and these provide more information compared to the experimental hardware. The advantages and disadvantages of the simulation modelling in the reflow soldering process are also briefly discussed.

This literature review provides the engineers and researchers with a profound understanding of the thermo-mechanical challenges of reflowed lead-free solder joints in SMCs and the challenges of simulation modelling in the reflow process.

The unique challenges in solder joint reliability, and direction of future research in reflow process were identified to clarify the solutions to solve lead-free reliability issues in the electronics manufacturing industry.