Attempts to describe some of the forces which, from a marketingperspective, drive and shape the pharmaceutical industry. The industryis of massive importance to the UK economy and…
Abstract
Attempts to describe some of the forces which, from a marketing perspective, drive and shape the pharmaceutical industry. The industry is of massive importance to the UK economy and rarely a day goes by without mention in the press of the activities of the leading manufacturers – Glaxo, Wellcome, SmithKline Beecham etc. British companies are amongst the most innovative in the world and pharmaceuticals is the only area of science where the UK can claim to match, and frequently outperform, the Americans, Japanese and Germans. Written by a layman for the benefit of laymen.
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For the majority of consumer goods businesses, brands are theengine of profit. Many companies now acknowledge the importance of theirbrands by including reference to their value…
Abstract
For the majority of consumer goods businesses, brands are the engine of profit. Many companies now acknowledge the importance of their brands by including reference to their value in financial reports and, with increasing frequency balance sheets. Yet the “brands on the balance sheet” debate seems as far from resolution as ever. Brand owners wish to see universal acknowledgement of these previous assets – but accountants, whose trade is steeped in arcana, are morbidly distrustful of any attempts to value intangibles. Who is right and how far has the debate evolved? Attempts to shed light.
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Recent moves to democratisation of Eastern Europe, and aspirationsto western lifestyles, do not guarantee easy penetration of westernbranded consumer goods. There is demand mainly…
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Recent moves to democratisation of Eastern Europe, and aspirations to western lifestyles, do not guarantee easy penetration of western branded consumer goods. There is demand mainly for conspicuous tokens of capitalism (Levi′s, BMWs, Adidas). Barriers to developing markets for faster‐moving goods like food and drink include limited resources, primitive distribution systems and adequate basic foodstuffs.
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The name is at the core of a brand's personality, symbolising the sum of the attributes that make up the brand and quickly become synonymous with the satisfactions that the brand…
Abstract
The name is at the core of a brand's personality, symbolising the sum of the attributes that make up the brand and quickly become synonymous with the satisfactions that the brand delivers. In view of this, it seems ironic that the name is frequently the one element of the brand which, prior to launch, attracts the least expenditure and often the most superficial research. Whether this is due to ignorance or indifference is not known. Very little good brand name research is done, not for lack of technique, more for lack of a true appreciation of the role that the brand name plays. The function of the brand name and how to conduct brand name research are described.
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For many companies their most valuable assets are their brands, butuntil recently no reliable, objective methodology has existed for theanalysis, evaluation and measurement of a…
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For many companies their most valuable assets are their brands, but until recently no reliable, objective methodology has existed for the analysis, evaluation and measurement of a brand and its performance. The last few years, however, have seen a burgeoning interest in brands and branding, as evidenced by the vast premiums which are being paid for brand portfolios and the current high level of interest in brand evaluation for strategic planning purposes. The phenomenon of brand evaluation is examined and the many different uses to which brand evaluation is now being put are reviewed.
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The ability to predict future demand is a need that businesses work towards irrespective of their size. Creating a favourable competitive stance for firm’s output is also a…
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The ability to predict future demand is a need that businesses work towards irrespective of their size. Creating a favourable competitive stance for firm’s output is also a crucial goal of businesses. These two goals are of particular importance for enterprises operating in an environment characterised by rapid changes, shortened lead‐times, and exponential innovative activities. This study aims to elaborate on branding as a marketing principle relevant to the entrepreneurial quest for stimulating demand and creating competitive advantage. It also aims to highlight the appropriateness of branding to SME practices and to identify relevant guidelines that SMEs could follow in building a successful brand.
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Marzanna Katarzyna Witek-Hajduk and Anna Grudecka
The purpose of this paper is to identify and profile clusters of retailers operating in emerging markets, in terms of positioning strategies of their own brands (based on the…
Abstract
Purpose
The purpose of this paper is to identify and profile clusters of retailers operating in emerging markets, in terms of positioning strategies of their own brands (based on the example of the Polish market).
Design/methodology/approach
The study is based on a random sample of 143 medium and large retailers operating in Poland. The data were collected using a CATI method at the end of 2014 and then analyzed with the use of hierarchical and non-hierarchical methods.
Findings
With the use of cluster analysis, six clusters of retailers were identified. Members of each cluster refer to different predominant factors when positioning their own brands. Members of each cluster do not differ significantly in terms of descriptive variables (exogenous to the cluster analysis) being used for profiling clusters.
Research limitations/implications
In this study, only retailers operating in Poland were surveyed. This study does not refer to the targeting strategies, which may be analyzed jointly with the positioning strategies of retailers’ brands.
Practical implications
The paper has implications in understanding the approaches to the retailer brand positioning representing by the identified clusters of retailers that might be a basis for the creation of the retailers’ competitive advantages.
Originality/value
The main contribution of this research lies in the clustering approach to segmenting retailers in terms of their own brands’ positioning strategies and identifying clusters of retailers in the Polish market due to the retailer brands’ positioning.
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Seeks to evaluate the global position of Virgin Cola within the soft drinks industry. In order to do this, Virgin Cola’s strategy regarding the UK and the US markets is evaluated…
Abstract
Seeks to evaluate the global position of Virgin Cola within the soft drinks industry. In order to do this, Virgin Cola’s strategy regarding the UK and the US markets is evaluated. Emphasises the importance placed upon the Virgin brand and determining whether or not this proves to be successful for Virgin Cola in relation to its global competitors. The MIXMAP model is used to critically analyse whether or not Virgin Cola have been consistent in aligning their strategy in the debate on internationalisation versus globalisation.
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Tom McLean, Tom McGovern, Richard Slack and Malcolm McLean
This paper aims to explore the development of the accountability ideals and practices of Quaker industrialists during the period 1840–1914.
Abstract
Purpose
This paper aims to explore the development of the accountability ideals and practices of Quaker industrialists during the period 1840–1914.
Design/methodology/approach
The research employs a case study approach and draws on the extensive archives of Quaker industrialists in the Richardson family networks, British Parliamentary Papers and the Religious Society of Friends together with relevant contemporary and current literature.
Findings
Friends shed their position as Enemies of the State and obtained status and accountabilities undifferentiated from those of non-Quakers. The reciprocal influences of an increasingly complex business environment and radical changes in religious beliefs and practices combined to shift accountabilities from the Quaker Meeting House to newly established legal accountability mechanisms. Static Quaker organisation structures and accountability processes were ineffective in a rapidly changing world. Decision-making was susceptible to the domination of the large Richardson family networks in the Newcastle Meeting House. This research found no evidence of Quaker corporate social accountability through action in the Richardson family networks and it questions the validity of this concept. The motivations underlying Quakers’ personal philanthropy and social activism were multiple and complex, extending far beyond accountabilities driven by religious belief.
Originality/value
This research has originality and value as a study of continuity and change in Quaker accountability regimes during a period that encompassed fundamental changes in Quakerism and its orthopraxy, and their business, social and political environments.
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Timothy L. Keiningham, Lerzan Aksoy, Tor Wallin Andreassen, Bruce Cooil and Barry J. Wahren
This paper aims to examine call center satisfaction in an escalated call center context where callers are organization members of the primary/leveraged brand and have purchased…
Abstract
Purpose
This paper aims to examine call center satisfaction in an escalated call center context where callers are organization members of the primary/leveraged brand and have purchased additional co‐branded services as part of their membership. It also aims to examine the relationship between call center satisfaction and actual retention of both the co‐branded service offered and the primary brand (call center operated by the membership organization).
Design/methodology/approach
The survey data used in the analyses involve a sample size of 88 respondents, all members of a large, national nonprofit organization in the USA. Factor analysis and logistic regression were used to test the propositions.
Findings
The results indicate that caller satisfaction has four dimensions similar to those found in SERVQUAL. Although call center satisfaction dimensions are not significant for co‐branded service retention, the empathy dimension is most important to primary/leveraged brand retention.
Research limitations/implications
One of the limitations of this research is that it tests the propositions within a single firm regarding calls concerning a single category (insurance). Future research should attempt to replicate these findings in other call center contexts.
Practical implications
Caller perceptions of service quality (specifically empathy) in the wake of a perceived service failure, while not very helpful to co‐branded service retention, actually mitigate primary/leveraged brand membership loss.
Originality/value
This study addresses the lack of research tying escalated call center satisfaction and both retention of the co‐branded service in addition to retention of the primary leveraged brand using actual retention data.