Dépouillements

Brands / Sheena Leek in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1060–1062 Titre : Brands : just for consumers? introduction to the special issue on B2B branding Type de document : texte imprimé Auteurs : Sheena Leek, Auteur ; George Christodoulides, Auteur Année de publication : 2012 Article en page(s) : pp.1060–1062 Langues : Anglais (eng) Mots-clés : B2B  branding;  brand  personality;  brand  alliance;  brand  equity;  corporate  branding;  social  media Index. décimale : 650 Résumé : Although there is significant interest in branding in a B2C context substantially less research has been conducted in B2B marketing. The research in B2B marketing is somewhat fragmented and a research agenda to develop coherent models and provide guidance to practitioners is required. Despite the disjointed nature of the research in this area, B2B branding has been found to convey a number of benefits e.g. conferring uniqueness. This special issue consists of eleven papers covering a range of topics including brand alliances, brand personality, brand equity and brand relationships, brand identity, corporate branding and social media. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001477 [article] Brands : just for consumers? introduction to the special issue on B2B branding [texte imprimé] / Sheena Leek, Auteur ; George Christodoulides, Auteur . - 2012 . - pp.1060–1062. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1060–1062 Mots-clés : B2B  branding;  brand  personality;  brand  alliance;  brand  equity;  corporate  branding;  social  media Index. décimale : 650 Résumé : Although there is significant interest in branding in a B2C context substantially less research has been conducted in B2B marketing. The research in B2B marketing is somewhat fragmented and a research agenda to develop coherent models and provide guidance to practitioners is required. Despite the disjointed nature of the research in this area, B2B branding has been found to convey a number of benefits e.g. conferring uniqueness. This special issue consists of eleven papers covering a range of topics including brand alliances, brand personality, brand equity and brand relationships, brand identity, corporate branding and social media. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001477

B2B service brand identity / Darren Coleman in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1063–1071 Titre : B2B service brand identity : scale development and validation Type de document : texte imprimé Auteurs : Darren Coleman, Auteur ; Leslie de Chernatony, Auteur ; George Christodoulides, Auteur Année de publication : 2012 Article en page(s) : pp. 1063–1071 Langues : Anglais (eng) Mots-clés : brand;  brand  identity;  B2B  service  brand;  structural  equation  modeling;  scale  development Index. décimale : 650 Résumé : Several brand identity frameworks have been published in the B2C and the B2B brand marketing literature. A reliable, valid and parsimonious service brand identity scale that empirically establishes the construct's dimensionality in a B2B market has yet to be developed. This paper reports the findings of a study conducted amongst 421 senior executives working in the UK IT Service sector to develop and validate a B2B Service Brand Identity Scale. Following established scale development procedures support is provided for a B2B Service Brand Identity Scale comprising five dimensions; employee and client focus, visual identity, brand personality, consistent communications and human resource initiatives. Concluding remarks discuss theoretical and managerial implications with limitations and directions for future research. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001386 [article] B2B service brand identity : scale development and validation [texte imprimé] / Darren Coleman, Auteur ; Leslie de Chernatony, Auteur ; George Christodoulides, Auteur . - 2012 . - pp. 1063–1071. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1063–1071 Mots-clés : brand;  brand  identity;  B2B  service  brand;  structural  equation  modeling;  scale  development Index. décimale : 650 Résumé : Several brand identity frameworks have been published in the B2C and the B2B brand marketing literature. A reliable, valid and parsimonious service brand identity scale that empirically establishes the construct's dimensionality in a B2B market has yet to be developed. This paper reports the findings of a study conducted amongst 421 senior executives working in the UK IT Service sector to develop and validate a B2B Service Brand Identity Scale. Following established scale development procedures support is provided for a B2B Service Brand Identity Scale comprising five dimensions; employee and client focus, visual identity, brand personality, consistent communications and human resource initiatives. Concluding remarks discuss theoretical and managerial implications with limitations and directions for future research. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001386

The industrial brand personality scale / Herbst, Uta in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1072–1081 Titre : The industrial brand personality scale : building strong business-to-business brands Type de document : texte imprimé Auteurs : Herbst, Uta, Auteur ; Michael A. Merz, Auteur Année de publication : 2012 Article en page(s) : pp.1072–1081 Langues : Anglais (eng) Mots-clés : brand  personality;  business-to-business  branding;  B2B  brand  positioning;  scale  development;  scale  validity Index. décimale : 650 Résumé : To remain distinct and build strong business relationships in a competitive business-to-business (B2B) environment, an increasing number of industrial marketers attempt to exploit the potential of branding. However, brand management in the industrial sector is still at its starting point. For this reason, the authors introduce the concept of brand personality to industrial markets. Based on a series of qualitative and quantitative studies, the authors develop and validate an Industrial Brand Personality Scale. Furthermore, they examine whether brand personality perception differences exist among different types of industrial transactions and among different members in the buying center. The analysis yields a framework for theoretical discussion and provides B2B managers with a tool to build strong B2B brands in an increasingly competitive industrial market. Note de contenu : Industriel marketing DEWEY : 650 ISSN : 00198501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001313 [article] The industrial brand personality scale : building strong business-to-business brands [texte imprimé] / Herbst, Uta, Auteur ; Michael A. Merz, Auteur . - 2012 . - pp.1072–1081. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1072–1081 Mots-clés : brand  personality;  business-to-business  branding;  B2B  brand  positioning;  scale  development;  scale  validity Index. décimale : 650 Résumé : To remain distinct and build strong business relationships in a competitive business-to-business (B2B) environment, an increasing number of industrial marketers attempt to exploit the potential of branding. However, brand management in the industrial sector is still at its starting point. For this reason, the authors introduce the concept of brand personality to industrial markets. Based on a series of qualitative and quantitative studies, the authors develop and validate an Industrial Brand Personality Scale. Furthermore, they examine whether brand personality perception differences exist among different types of industrial transactions and among different members in the buying center. The analysis yields a framework for theoretical discussion and provides B2B managers with a tool to build strong B2B brands in an increasingly competitive industrial market. Note de contenu : Industriel marketing DEWEY : 650 ISSN : 00198501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001313

To invest, or not to invest, in brands? / Backhaus ,Klaus in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1082–1092 Titre : To invest, or not to invest, in brands? : drivers of brand relevance in B2B markets Type de document : texte imprimé Auteurs : Backhaus ,Klaus, Auteur ; Steiner, Michael, Auteur ; Lügger, Kai, Auteur Année de publication : 2012 Article en page(s) : pp.1082–1092 Langues : Anglais (eng) Mots-clés : brand  relevance;  brand  functions;  brand  investment;  business  types Index. décimale : 650 Résumé : When allocating resources to brand investments, managers should consider the relevance of brands to the purchase decision process. Past research on consumer markets shows that brand relevance generally is driven by three functions: image benefits as well as information cost and risk reductions. This study is the first to investigate these underlying mechanisms of brand relevance in a business-to-business setting. Our main contribution is that, in contrast with consumer markets, brand relevance in industrial markets depends primarily on risk and information cost-reducing effects. Therefore, business-to-business firms should invest in their brands using tactics that support the reduction of risk and information search costs for customer decision making. This article also demonstrates that brand relevance differs across product categories, such that depending on the specific category, investing in brands may or may not be a promising strategy. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001301 [article] To invest, or not to invest, in brands? : drivers of brand relevance in B2B markets [texte imprimé] / Backhaus ,Klaus, Auteur ; Steiner, Michael, Auteur ; Lügger, Kai, Auteur . - 2012 . - pp.1082–1092. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1082–1092 Mots-clés : brand  relevance;  brand  functions;  brand  investment;  business  types Index. décimale : 650 Résumé : When allocating resources to brand investments, managers should consider the relevance of brands to the purchase decision process. Past research on consumer markets shows that brand relevance generally is driven by three functions: image benefits as well as information cost and risk reductions. This study is the first to investigate these underlying mechanisms of brand relevance in a business-to-business setting. Our main contribution is that, in contrast with consumer markets, brand relevance in industrial markets depends primarily on risk and information cost-reducing effects. Therefore, business-to-business firms should invest in their brands using tactics that support the reduction of risk and information search costs for customer decision making. This article also demonstrates that brand relevance differs across product categories, such that depending on the specific category, investing in brands may or may not be a promising strategy. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001301

Brand equity in the professional service context / Biedenbach ,Galina in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1093–1102 Titre : Brand equity in the professional service context : Analyzing the impact of employee role behavior and customer–employee rapport Type de document : texte imprimé Auteurs : Biedenbach ,Galina, Auteur ; Bengtsson, Maria, Auteur ; Wincent ,Joakim, Auteur Année de publication : 2012 Article en page(s) : pp. 1093–1102 Langues : Anglais (eng) Mots-clés : brand  equity;  role  ambiguity;  role  overload;  customer–employee  rapport;  Professional  services Index. décimale : 650 Résumé : The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer–employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer–employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer–employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001350 [article] Brand equity in the professional service context : Analyzing the impact of employee role behavior and customer–employee rapport [texte imprimé] / Biedenbach ,Galina, Auteur ; Bengtsson, Maria, Auteur ; Wincent ,Joakim, Auteur . - 2012 . - pp. 1093–1102. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1093–1102 Mots-clés : brand  equity;  role  ambiguity;  role  overload;  customer–employee  rapport;  Professional  services Index. décimale : 650 Résumé : The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer–employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer–employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer–employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001350

Brand relationships and brand equity in franchising / W. Nyadzayo Munyaradzi in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1103–1115 Titre : Brand relationships and brand equity in franchising Type de document : texte imprimé Auteurs : W. Nyadzayo Munyaradzi, Auteur ; Jekanyika Matanda Margaret, Auteur ; T. Ewing Michael, Auteur Année de publication : 2012 Article en page(s) : pp.1103–1115 Langues : Anglais (eng) Mots-clés : franchisee-based  brand  equity  ;brand  relationships  ;b2B  branding;brand  citizenship  behaviour Index. décimale : 650 Résumé : Previous research suggests that building brand equity enhances the competitive advantage of retailers in B2B markets. However, limited attention has been paid to the concept of brand equity in B2B retailing contexts, particularly in franchise channels. This study seeks to understand how brand relationships can be leveraged to enhance brand citizenship behavior and ultimately brand equity in franchise channels. Accordingly, this study explores franchisees’ perceptions of their franchise brands, leading to a new conceptualisation of ‘franchisee-based brand equity’. An interpretive research design is employed, comprising of semi-structured interviews with key informants. Findings suggest that franchisors play an important role in promoting brand citizenship behaviour of franchisees, which in turn enhances brand equity. The study provides insight on how to effectively manage brand relationships to enhance franchisees’ brand citizenship behaviour and brand equity. The concept of brand relationships has been discussed widely in consumer markets, but has received limited attention in B2B contexts. In response, this study provides new insight in B2B branding and specifically, in how brand relationships may enhance brand citizenship behaviour and brand equity in B2B markets. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001325 [article] Brand relationships and brand equity in franchising [texte imprimé] / W. Nyadzayo Munyaradzi, Auteur ; Jekanyika Matanda Margaret, Auteur ; T. Ewing Michael, Auteur . - 2012 . - pp.1103–1115. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1103–1115 Mots-clés : franchisee-based  brand  equity  ;brand  relationships  ;b2B  branding;brand  citizenship  behaviour Index. décimale : 650 Résumé : Previous research suggests that building brand equity enhances the competitive advantage of retailers in B2B markets. However, limited attention has been paid to the concept of brand equity in B2B retailing contexts, particularly in franchise channels. This study seeks to understand how brand relationships can be leveraged to enhance brand citizenship behavior and ultimately brand equity in franchise channels. Accordingly, this study explores franchisees’ perceptions of their franchise brands, leading to a new conceptualisation of ‘franchisee-based brand equity’. An interpretive research design is employed, comprising of semi-structured interviews with key informants. Findings suggest that franchisors play an important role in promoting brand citizenship behaviour of franchisees, which in turn enhances brand equity. The study provides insight on how to effectively manage brand relationships to enhance franchisees’ brand citizenship behaviour and brand equity. The concept of brand relationships has been discussed widely in consumer markets, but has received limited attention in B2B contexts. In response, this study provides new insight in B2B branding and specifically, in how brand relationships may enhance brand citizenship behaviour and brand equity in B2B markets. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001325

Brand stability as a signaling phenomenon / Leischnig Alexander in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1116–1122 Titre : Brand stability as a signaling phenomenon : An empirical investigation in industrial markets Type de document : texte imprimé Auteurs : Leischnig Alexander, Auteur ; Enke Margit, Auteur Année de publication : 2012 Article en page(s) : pp.1116–1122 Langues : Anglais (eng) Mots-clés : brand  stability  ;brand  loyalty  ;price  premium  ;signaling Index. décimale : 650 Résumé : The present study investigates the interplay between brand stability and customers' response toward the brand in an industrial buying context. Based on an information economic perspective, the authors develop a conceptual framework that incorporates perceived brand stability, risk reduction, brand loyalty, and customers' willingness to pay a price premium. This framework is empirically tested based on a survey with one hundred and forty nine key informants from business units within the food industry. In order to analyze the proposed relationships, the authors employ structural equation modeling. The present research contributes to a deeper understanding of the role of brands in business-to-business contexts by highlighting the signaling effects of brands in an industrial buying context. Second, the present research empirically demonstrates that brand stability is a key factor to (1) reduce perceived risk, (2) build brand loyalty, and in turn (3) achieve a Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001295 [article] Brand stability as a signaling phenomenon : An empirical investigation in industrial markets [texte imprimé] / Leischnig Alexander, Auteur ; Enke Margit, Auteur . - 2012 . - pp.1116–1122. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1116–1122 Mots-clés : brand  stability  ;brand  loyalty  ;price  premium  ;signaling Index. décimale : 650 Résumé : The present study investigates the interplay between brand stability and customers' response toward the brand in an industrial buying context. Based on an information economic perspective, the authors develop a conceptual framework that incorporates perceived brand stability, risk reduction, brand loyalty, and customers' willingness to pay a price premium. This framework is empirically tested based on a survey with one hundred and forty nine key informants from business units within the food industry. In order to analyze the proposed relationships, the authors employ structural equation modeling. The present research contributes to a deeper understanding of the role of brands in business-to-business contexts by highlighting the signaling effects of brands in an industrial buying context. Second, the present research empirically demonstrates that brand stability is a key factor to (1) reduce perceived risk, (2) build brand loyalty, and in turn (3) achieve a Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001295

Engineering consultants' perceptions of corporate branding / Sheikh Alireza in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1123–1132 Titre : Engineering consultants' perceptions of corporate branding : A case study of an international engineering consultancy Type de document : texte imprimé Auteurs : Sheikh Alireza, Auteur ; Lim Ming, Auteur Année de publication : 2012 Article en page(s) : pp. 1123–1132 Langues : Anglais (eng) Mots-clés : corporate  branding  ;b2B  context  ;engineering  consulting Index. décimale : 650 Résumé : The corporate branding literature on B2B markets has developed fairly rapidly over the past decade. However, empirical support on employees' perception of corporate branding is very limited, particularly with respect to employees who fall outside the marketing/branding function within their organizations. This paper explores engineering consultants' views – as an under-researched context – on the implications of corporate branding. Findings reveal engineers' views about the significance of personal brands, the implications of incorporation, the ways in which corporate branding is carried out in their organizations, and associations of technical proficiency with the corporate brand. From the findings, four hypotheses have been developed for future research. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001349 [article] Engineering consultants' perceptions of corporate branding : A case study of an international engineering consultancy [texte imprimé] / Sheikh Alireza, Auteur ; Lim Ming, Auteur . - 2012 . - pp. 1123–1132. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1123–1132 Mots-clés : corporate  branding  ;b2B  context  ;engineering  consulting Index. décimale : 650 Résumé : The corporate branding literature on B2B markets has developed fairly rapidly over the past decade. However, empirical support on employees' perception of corporate branding is very limited, particularly with respect to employees who fall outside the marketing/branding function within their organizations. This paper explores engineering consultants' views – as an under-researched context – on the implications of corporate branding. Findings reveal engineers' views about the significance of personal brands, the implications of incorporation, the ways in which corporate branding is carried out in their organizations, and associations of technical proficiency with the corporate brand. From the findings, four hypotheses have been developed for future research. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001349

Corporate brand strategy formation / Vallastera Christine in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1133–1143 Titre : Corporate brand strategy formation : Brand actors and the situational context for a business-to-business brand Type de document : texte imprimé Auteurs : Vallastera Christine, Auteur ; Lindgreen Adam, Auteur Année de publication : 2012 Article en page(s) : pp.1133–1143 Langues : Anglais (eng) Mots-clés : brand  values  ;  brand  actors  ;situational  context  ;social  interactions Index. décimale : 650 Résumé : Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditional understanding of brands. This article examines the corporate brand strategy formation of a European-based industrial organization by drawing on strategy-as-practice research and thereby identifying the brand actors who participate in corporate brand strategy formation, the construction of manifestations that subject the brand values to experience, and the situational context—all within a single, ongoing, recursive interaction process. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001362 [article] Corporate brand strategy formation : Brand actors and the situational context for a business-to-business brand [texte imprimé] / Vallastera Christine, Auteur ; Lindgreen Adam, Auteur . - 2012 . - pp.1133–1143. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1133–1143 Mots-clés : brand  values  ;  brand  actors  ;situational  context  ;social  interactions Index. décimale : 650 Résumé : Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditional understanding of brands. This article examines the corporate brand strategy formation of a European-based industrial organization by drawing on strategy-as-practice research and thereby identifying the brand actors who participate in corporate brand strategy formation, the construction of manifestations that subject the brand values to experience, and the situational context—all within a single, ongoing, recursive interaction process. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001362

Network actors' participation in B2B SME branding / Minna Karstunen in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1144–1152 Titre : Network actors' participation in B2B SME branding Type de document : texte imprimé Auteurs : Minna Karstunen, Auteur ; Saraniemi Saila, Auteur ; Tähtinen Jaana, Auteur Année de publication : 2012 Article en page(s) : pp.1144–1152 Langues : Anglais (eng) Mots-clés : stakeholders;  branding  pool;  branding  process;  SME  brand  image;  narrative  interviews Index. décimale : 650 Résumé : This study explores how network actors participate in branding in the context of SMEs operating in business markets. Branding is conventionally seen as an internally governed process and its exposure to external influences has been generally overlooked. By using narrative interviews this study analyzes the branding actions of network actors which impact on an SME's brand image. This article shows that social and business network relationships influence the SME's brand image, as does the nature of the company's internal branding decisions and identity. The findings propose and define the concept of a branding pool, expanding the focus of branding beyond the boundaries of an individual organization into the context of nets. An SME cannot manage its branding pool, but it can mobilize stakeholders in branding to improve the brand performance in the market. Note de contenu : industrial Marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001337# [article] Network actors' participation in B2B SME branding [texte imprimé] / Minna Karstunen, Auteur ; Saraniemi Saila, Auteur ; Tähtinen Jaana, Auteur . - 2012 . - pp.1144–1152. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1144–1152 Mots-clés : stakeholders;  branding  pool;  branding  process;  SME  brand  image;  narrative  interviews Index. décimale : 650 Résumé : This study explores how network actors participate in branding in the context of SMEs operating in business markets. Branding is conventionally seen as an internally governed process and its exposure to external influences has been generally overlooked. By using narrative interviews this study analyzes the branding actions of network actors which impact on an SME's brand image. This article shows that social and business network relationships influence the SME's brand image, as does the nature of the company's internal branding decisions and identity. The findings propose and define the concept of a branding pool, expanding the focus of branding beyond the boundaries of an individual organization into the context of nets. An SME cannot manage its branding pool, but it can mobilize stakeholders in branding to improve the brand performance in the market. Note de contenu : industrial Marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001337#

Usage, barriers and measurement of social media marketing / Michaelidoua Nina in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1153–1159 Titre : Usage, barriers and measurement of social media marketing : An exploratory investigation of small and medium B2B brands ☆ Type de document : texte imprimé Auteurs : Michaelidoua Nina, Auteur ; Theofania Siamagka Nikoletta, Auteur ; George Christodoulides, Auteur Année de publication : 2012 Article en page(s) : pp. 1153–1159 Langues : Anglais (eng) Mots-clés : social  media;  social  networking  sites;  B2B  brands;  SMEs Index. décimale : 650 Résumé : Previous research has established the benefits of branding for business-to-business (B2B) organizations. Various tools can be used to support B2B brands, including the internet and other interactive technologies. Yet research on how organizations use Social Networking Sites (SNS) to achieve brand objectives remains limited. This study addresses the gap by focusing on B2B SMEs and their social networking practices, particularly, usage, perceived barriers, and the measurement of effectiveness of SNS as a marketing tool. Findings from a mail survey show that over a quarter of B2B SMEs in the UK are currently using SNS to achieve brand objectives, the most popular of which is to attract new customers. On the other hand, the most significant barrier is the lack of perceived relevance for particular sectors. Notably, the overwhelming majority of users do not adopt any metrics to assess SNS effectiveness. Almost half of the sample of SMEs that currently use SNS have indicated their intention to increase their marketing spending on this channel, highlighting the growing importance of SNS in a B2B context. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001374 [article] Usage, barriers and measurement of social media marketing : An exploratory investigation of small and medium B2B brands ☆ [texte imprimé] / Michaelidoua Nina, Auteur ; Theofania Siamagka Nikoletta, Auteur ; George Christodoulides, Auteur . - 2012 . - pp. 1153–1159. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1153–1159 Mots-clés : social  media;  social  networking  sites;  B2B  brands;  SMEs Index. décimale : 650 Résumé : Previous research has established the benefits of branding for business-to-business (B2B) organizations. Various tools can be used to support B2B brands, including the internet and other interactive technologies. Yet research on how organizations use Social Networking Sites (SNS) to achieve brand objectives remains limited. This study addresses the gap by focusing on B2B SMEs and their social networking practices, particularly, usage, perceived barriers, and the measurement of effectiveness of SNS as a marketing tool. Findings from a mail survey show that over a quarter of B2B SMEs in the UK are currently using SNS to achieve brand objectives, the most popular of which is to attract new customers. On the other hand, the most significant barrier is the lack of perceived relevance for particular sectors. Notably, the overwhelming majority of users do not adopt any metrics to assess SNS effectiveness. Almost half of the sample of SMEs that currently use SNS have indicated their intention to increase their marketing spending on this channel, highlighting the growing importance of SNS in a B2B context. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001374

The impact of aligned rewards and senior manager attitudes on conflict and collaboration between sales and marketing / FitzHugh Kenneth Le Meunier- in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1161–1171 Titre : The impact of aligned rewards and senior manager attitudes on conflict and collaboration between sales and marketing Type de document : texte imprimé Auteurs : FitzHugh Kenneth Le Meunier-, Auteur ; Massey , Graham R., Auteur ; Piercy Nigel F., Auteur Année de publication : 2012 Article en page(s) : pp. 1161–1171 Langues : Anglais (eng) Mots-clés : rewards  alignment;  management  support  for  coordination;  sales/marketing  interface;  collaboration;  inter-functional  conflict Résumé : This research was carried out using five case studies and a survey to discover how sales and marketing managers are rewarded and if alignment of rewards can improve collaboration between sales and marketing and/or reduce inter-functional conflict. In addition, it examined the role of senior managers' support for coordination on sales/marketing collaboration. The results reveal that organizations which use aligned rewards can increase sales/marketing collaboration through such reward structures, but not reduce inter-functional conflict. In addition, senior managers' support for coordination is vital, as it increases sales/marketing collaboration, and strongly reduces inter-functional conflict. This is important because inter-functional conflict has a strong negative impact on collaboration between sales and marketing in business to business firms. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850110001963 [article] The impact of aligned rewards and senior manager attitudes on conflict and collaboration between sales and marketing [texte imprimé] / FitzHugh Kenneth Le Meunier-, Auteur ; Massey , Graham R., Auteur ; Piercy Nigel F., Auteur . - 2012 . - pp. 1161–1171. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1161–1171 Mots-clés : rewards  alignment;  management  support  for  coordination;  sales/marketing  interface;  collaboration;  inter-functional  conflict Résumé : This research was carried out using five case studies and a survey to discover how sales and marketing managers are rewarded and if alignment of rewards can improve collaboration between sales and marketing and/or reduce inter-functional conflict. In addition, it examined the role of senior managers' support for coordination on sales/marketing collaboration. The results reveal that organizations which use aligned rewards can increase sales/marketing collaboration through such reward structures, but not reduce inter-functional conflict. In addition, senior managers' support for coordination is vital, as it increases sales/marketing collaboration, and strongly reduces inter-functional conflict. This is important because inter-functional conflict has a strong negative impact on collaboration between sales and marketing in business to business firms. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850110001963

Product competence exploitation and exploration strategies / Castillo Francisco-Jose Molina- in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1172–1182 Titre : Product competence exploitation and exploration strategies : The impact on new product performance through quality and Type de document : texte imprimé Auteurs : Castillo Francisco-Jose Molina-, Auteur ; Jimenez Daniel Jimenez-, Auteur ; Munuera-Aleman Jose-Luis, Auteur Année de publication : 2012 Article en page(s) : pp. 1172–1182 Langues : Anglais (eng) Mots-clés : product  exploitation  ;product  exploration  ;objective  quality  ;innovativeness  to  the  firm  ;new  product  performance Index. décimale : 650 Résumé : The ability to manage existing assets and capabilities (exploitation) and the development of new capabilities (exploration) are arguably among the most relevant new product success factors. However, while exploitation-related capabilities are based on certainties regarding the efficiency of a company, exploration-related capabilities require the analysis of new technologies and processes. In existing literature, there is a gap concerning the trade-off between the exploitation and exploration of competences. Based on the theoretical background of Resource Based Theory, Dynamic Capabilities Theory and Discovery and Creation Theory, a model is proposed to analyze this gap. In this study, which examines 197 manufacturing organizations, we build on the dualities of the two types of competences and their impact on speed-to-market and market performance. The findings indicate that the choice between exploitation and exploration depends on the goals of new product development. While exploitation increases product objective quality, exploration enhances product innovativeness to the firm. Furthermore, we found that both exploitation and exploration constitute important success factors when it comes to launching new products. Finally, moderate effects of competitive intensity and market turbulence are also examined. High levels of market turbulence improve the results of exploitation, while low levels of competitiveness may encourage exploration. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S001985011000221X [article] Product competence exploitation and exploration strategies : The impact on new product performance through quality and [texte imprimé] / Castillo Francisco-Jose Molina-, Auteur ; Jimenez Daniel Jimenez-, Auteur ; Munuera-Aleman Jose-Luis, Auteur . - 2012 . - pp. 1172–1182. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1172–1182 Mots-clés : product  exploitation  ;product  exploration  ;objective  quality  ;innovativeness  to  the  firm  ;new  product  performance Index. décimale : 650 Résumé : The ability to manage existing assets and capabilities (exploitation) and the development of new capabilities (exploration) are arguably among the most relevant new product success factors. However, while exploitation-related capabilities are based on certainties regarding the efficiency of a company, exploration-related capabilities require the analysis of new technologies and processes. In existing literature, there is a gap concerning the trade-off between the exploitation and exploration of competences. Based on the theoretical background of Resource Based Theory, Dynamic Capabilities Theory and Discovery and Creation Theory, a model is proposed to analyze this gap. In this study, which examines 197 manufacturing organizations, we build on the dualities of the two types of competences and their impact on speed-to-market and market performance. The findings indicate that the choice between exploitation and exploration depends on the goals of new product development. While exploitation increases product objective quality, exploration enhances product innovativeness to the firm. Furthermore, we found that both exploitation and exploration constitute important success factors when it comes to launching new products. Finally, moderate effects of competitive intensity and market turbulence are also examined. High levels of market turbulence improve the results of exploitation, while low levels of competitiveness may encourage exploration. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S001985011000221X

Suspicion / Hunter Gary L. in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1183–1192 Titre : Suspicion : Its sources, means of control, and effect on interorganizational relationships Type de document : texte imprimé Auteurs : Hunter Gary L., Auteur ; Gassenheimer Jule B., Auteur ; Siguaw Judy A., Auteur Année de publication : 2012 Article en page(s) : pp. 1183–1192 Langues : Anglais (eng) Mots-clés : suspicion;distribution  system  ;channels  ;interorganizational  relationships  ;opportunistic  behavior  ;trust Index. décimale : 650 Résumé : Suspicion in the interorganizational relationship literature has been associated with relationship decay but this literature fails to capture the value of suspicion in maintaining relationships. The authors offer an inventory of propositions, suggesting that the level of suspicion determines whether it has beneficial or harmful effects on channel relationships. Support for many of these propositions is based on a unique attribute of suspicion: Suspicion serves as an antidote to the fundamental attribution error, or the tendency to take behavior at face value without allowing for situational influences. Such an attribute suggests suspicion should have an important influence on interorganizational relationships. Specifically, the authors propose that suspicion can be beneficial at moderate levels, but harmful at very low or high levels. Of particular interest to practitioners, we propose some methods for controlling suspicion. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850110002221 [article] Suspicion : Its sources, means of control, and effect on interorganizational relationships [texte imprimé] / Hunter Gary L., Auteur ; Gassenheimer Jule B., Auteur ; Siguaw Judy A., Auteur . - 2012 . - pp. 1183–1192. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1183–1192 Mots-clés : suspicion;distribution  system  ;channels  ;interorganizational  relationships  ;opportunistic  behavior  ;trust Index. décimale : 650 Résumé : Suspicion in the interorganizational relationship literature has been associated with relationship decay but this literature fails to capture the value of suspicion in maintaining relationships. The authors offer an inventory of propositions, suggesting that the level of suspicion determines whether it has beneficial or harmful effects on channel relationships. Support for many of these propositions is based on a unique attribute of suspicion: Suspicion serves as an antidote to the fundamental attribution error, or the tendency to take behavior at face value without allowing for situational influences. Such an attribute suggests suspicion should have an important influence on interorganizational relationships. Specifically, the authors propose that suspicion can be beneficial at moderate levels, but harmful at very low or high levels. Of particular interest to practitioners, we propose some methods for controlling suspicion. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850110002221

An examination of the influence of guanxi and xinyong (utilization of personal trust) on negotiation outcome in China: / T.K.P. Leung in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1193–1205 Titre : An examination of the influence of guanxi and xinyong (utilization of personal trust) on negotiation outcome in China: : An old friend approach ☆ Type de document : texte imprimé Auteurs : T.K.P. Leung, Auteur ; Yee-Kwong Chan Ricky, Auteur ; Lai Kee-hung, Auteur Année de publication : 2012 Article en page(s) : pp.1193–1205 Langues : Anglais (eng) Mots-clés : renqing;  ganging;  gifts;  mianzi;  xinyong Résumé : Managers of multi-national enterprises (MNEs) are at a disadvantage in negotiating outcomes with their Chinese counterparts when compared to local competitors. The reasons include: local competitors are more flexible in handling business terms and conditions; local Chinese managers prefer to negotiate with their old friends or insiders in the same guanxi network; and MNE managers perceive that cultural practices such as gift-giving and guanxi are problematic. This study advances our understanding of negotiation by using a model developed for the reference of MNEs to establish an “old friend” relational status with their local Chinese counterparts. This approach emphasizes cultural adaptation for MNE managers to achieve satisfying negotiation outcomes in China. The study reveals the following unique issues: 1) in addition to their problem-solving attitude, MNE managers should practice mianzi and gift-giving to build renqing with their Chinese counterparts at a new friend stage; 2) the reciprocity dynamics of renqing should enable these managers to accumulate ganqing and to become old friends of their Chinese counterparts; 3) the establishment of ganqing between MNE managers and their Chinese counterparts should enable the development of xinyong between the two exchange parties; and 4) desirable negotiation outcomes can be built on xinyong. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850110002245 [article] An examination of the influence of guanxi and xinyong (utilization of personal trust) on negotiation outcome in China: : An old friend approach ☆ [texte imprimé] / T.K.P. Leung, Auteur ; Yee-Kwong Chan Ricky, Auteur ; Lai Kee-hung, Auteur . - 2012 . - pp.1193–1205. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1193–1205 Mots-clés : renqing;  ganging;  gifts;  mianzi;  xinyong Résumé : Managers of multi-national enterprises (MNEs) are at a disadvantage in negotiating outcomes with their Chinese counterparts when compared to local competitors. The reasons include: local competitors are more flexible in handling business terms and conditions; local Chinese managers prefer to negotiate with their old friends or insiders in the same guanxi network; and MNE managers perceive that cultural practices such as gift-giving and guanxi are problematic. This study advances our understanding of negotiation by using a model developed for the reference of MNEs to establish an “old friend” relational status with their local Chinese counterparts. This approach emphasizes cultural adaptation for MNE managers to achieve satisfying negotiation outcomes in China. The study reveals the following unique issues: 1) in addition to their problem-solving attitude, MNE managers should practice mianzi and gift-giving to build renqing with their Chinese counterparts at a new friend stage; 2) the reciprocity dynamics of renqing should enable these managers to accumulate ganqing and to become old friends of their Chinese counterparts; 3) the establishment of ganqing between MNE managers and their Chinese counterparts should enable the development of xinyong between the two exchange parties; and 4) desirable negotiation outcomes can be built on xinyong. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850110002245

Marketing of competence-based solutions to buyers in exploratory relationships / Li Ling-yee in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1206–1213 Titre : Marketing of competence-based solutions to buyers in exploratory relationships : Perspective of OEM suppliers Type de document : texte imprimé Auteurs : Li Ling-yee, Auteur Année de publication : 2012 Article en page(s) : pp. 1206–1213 Langues : Anglais (eng) Mots-clés : competence-based  view  of  marketing;  integrated  solutions;supplier–buyer  relationship  value Index. décimale : 650 Résumé : In face of mounting challenges from delocalized production, commoditized products, and escalated demand from professional buyers, providing solutions rather than selling products has been put forward in the normative literature as a promising business model for creating high-value differentiated offerings. Nonetheless, empirical survey research into the processes whereby traditional suppliers of “basic products, spare parts and services” migrate towards marketing of “integrated solutions” is still sparse. Grounded in a competence-based marketing view, the current research addressed the research problem of how OEM suppliers upgrade their value offerings via competence-based solutions. The research model was tested by a sample of 403 contract/OEM manufacturers located in China. This resultant findings revealed the processes undertaken by OEM suppliers during the development of competence-based solutions, found out the internal coordination and innovation capabilities required to support competence-based solutions, and uncovered the external communication/disclosure of competence needed to strengthen the link between competence-based solutions and upgraded relationship value. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850110001926 [article] Marketing of competence-based solutions to buyers in exploratory relationships : Perspective of OEM suppliers [texte imprimé] / Li Ling-yee, Auteur . - 2012 . - pp. 1206–1213. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1206–1213 Mots-clés : competence-based  view  of  marketing;  integrated  solutions;supplier–buyer  relationship  value Index. décimale : 650 Résumé : In face of mounting challenges from delocalized production, commoditized products, and escalated demand from professional buyers, providing solutions rather than selling products has been put forward in the normative literature as a promising business model for creating high-value differentiated offerings. Nonetheless, empirical survey research into the processes whereby traditional suppliers of “basic products, spare parts and services” migrate towards marketing of “integrated solutions” is still sparse. Grounded in a competence-based marketing view, the current research addressed the research problem of how OEM suppliers upgrade their value offerings via competence-based solutions. The research model was tested by a sample of 403 contract/OEM manufacturers located in China. This resultant findings revealed the processes undertaken by OEM suppliers during the development of competence-based solutions, found out the internal coordination and innovation capabilities required to support competence-based solutions, and uncovered the external communication/disclosure of competence needed to strengthen the link between competence-based solutions and upgraded relationship value. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850110001926

New product blueprinting / Wang Yonggui in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1214–1216 Titre : New product blueprinting : The handbook for B2B organic growth Type de document : texte imprimé Auteurs : Wang Yonggui, Auteur Année de publication : 2012 Article en page(s) : pp. 1214–1216 Langues : Anglais (eng) Index. décimale : 650 Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111000940 [article] New product blueprinting : The handbook for B2B organic growth [texte imprimé] / Wang Yonggui, Auteur . - 2012 . - pp. 1214–1216. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1214–1216 Index. décimale : 650 Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111000940

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