An exploration of branding approaches in UK universities

• This exploratory paper considers the current state of UK HE branding, in particular, conceptualisations and approaches. It is driven by calls in the literature for clearer understanding and application of branding in Higher Education (HE).Objectives of the research, drawn from literature, were to explore conceptualisations of branding in the UK HE sector, as well as current challenges to branding concepts/ practice in UK HE. The methodology was based upon depth interviews with fifteen opinion leaders and opinion formers, specifically Heads of Marketing or External Relations in UK HE. Findings suggest that branding is a key issue for UK universities, but an overall conceptual model for brands in the HE sector remains challenging, although parallels with corporate branding are drawn. However, simplistic adoption of corporate branding does not offer a clear solution, and the requirement for a conceptual framework particular to the sector is evident. In exploring conceptual frameworks, experiential branding and internal branding are discussed as possible approaches that may offer a route for differentiation that universities seek. Whilst developing a clear conceptual model is the key challenge identified, limited and variable understanding of the branding concept and limited genuine differentiation around which to build a brand were also notable challenges. Overall, significant branding opportunities and challenges in a changing sector are discussed. Conclusions argue that corporate branding, experiential branding and internal branding literature all have a degree of applicability, but clearly further empirical work is needed to advance this important field.

Copyright © 2014 John Wiley & Sons, Ltd.     

The combined effects of dependence and relationalism on the use of influence in marketing distribution systems

This study uses data from the automotive replacement tire industry to test the proposition that dependence and relationship structure interact to determine frequency of influence-strategy use in distribution systems. The findings support the expectation that dependence is positively associated with recommendations, information exchanges, promises, requests, legal pleas, and threats. However, increases in dealer dependence increase the use of requests, legal pleas, and threats only in systems characterized by trivial levels of relationalism.The authors would like to express their gratitude to John Burnett, Robert Dwyer, Jule Gassenheimer, and Allen Wilhite for their helpful comments on this project.     

Carving and tourism: A maori perspective

Maori retained high levels of self determination under the Treaty of Waitangi in 1840, although much of the subsequent history of the 19th century involved attempts both formal and informal by the colonial powers to subvert the Act. Therefore, while tourism has brought significant economic advantages for some tribes (iwi), and promises economic returns for others, Maori are insistent that they retain control over the process. The paper describes some of the significant impacts of tourism on Maori culture, but it is concluded that the truths of tourist impacts are plural, and can only be understood within an understanding of Maori cosmology. As such, Maori are adept at distinguishing between the signs and symbols of tourist artifacts.     

Resource utilisation Efficiency: A South African Provincial Evaluation

The objective of this paper is to analyse the utilisation of production capacity and total under‐utilisation in order to identify weak‐performing industries across the nine South African provinces. Detecting inefficiencies within the different provinces will help to identify where sound managerial or government intervention is required, which can contribute to the future success of the New Growth Path Framework and the Strategic Integrated Projects. Using a multistage data envelopment analysis model at the subnational level, several categories of production factors are explored: intermediate demand, labour, capital, as well as taxes and subsidies. The results emphasise South Africa's weak infrastructure and the failure to effectively promote stability in managing factor inputs. The results further illustrate that industry scale efficiency for water and electricity are poorest across all provinces, highlighting the current water and energy supply concerns in South Africa and problem areas associated with the National Development Program.     

Healthcare costs for Crohn’s disease patients treated with infliximab: a propensity weighted comparison of the effects of treatment adherence

Objective:

The objective for the research was to evaluate the direct healthcare costs for Crohn’s disease (CD) patients categorized by adherence status.

Methods:

Adult patients with ≥1 claim for infliximab and ≥2 claims for CD who were continuously insured for 12 months before and after their first infliximab infusion (index date) were identified in a 2006–2009 US managed care database. Patients were excluded if they had rheumatoid arthritis claims, received infliximab billed as a pharmacy benefit, or received another biologic drug. Patients were categorized as being either adherent or intermittently adherent to infliximab using a pre-defined algorithm. Total and component direct costs, CD-related costs, rates of surgery, and days of hospitalization were estimated for the 360-day post-index period. Propensity weighted generalized linear models were used to adjust the cost estimates for potential confounding variables.

Results:

The total propensity weighted cost for infliximab adherent patients was $40,425 (95% CI?=?[$38,686, $42,242]), compared to $41,082 (95% CI?=?[$38,163, $44,223]) for the intermittently adherent (p?=?0.71). However, adherent patients had lower total direct medical costs, exclusive of infliximab, that were $13,097 (95% CI?=?[$12,141, $14,127]) compared with $20,068 (95% CI?=?[$17,676, $22,784]) for intermittently adherent patients as a result of substantially lower hospital and outpatient costs (p?Conclusions:

Greater drug-related costs for infliximab adherent patients were offset by lower costs from hospitalization and outpatient visits. These findings indicate that adherent patients have improved clinical outcomes, at a similar aggregate cost, than patients who are only intermittently adherent to therapy.     

Best practice interventions: Short-term impact and long-term outcomes

This paper uses empirical field research to examine whether short-term best practice interventions (BPIs) can lead to improvements that are sustained in the long term. In addition, this research investigates the implied conflict between striving for short-term results and achieving long-term development of capabilities. It also examines the tension between the lack of resources of the typical small and medium sized enterprise (SME) users of BPIs and the time required to develop a critical mass of capability. A longitudinal case-based study of eight SME contexts examined BPI outcomes and factors leading to short- and long-term success and sustaining best practices. The research identifies factors related to the intervention context, implementation and change-agent approach. The data indicate that in resource-limited SMEs BPIs are limited in their ability to develop adequate capability for long-term change.     

From economic theory to leisure practice via empirics: the case of demand and price

Despite the relationship of price and demand being central to economic analysis, doubts have been expressed in leisure studies about the ability of economists to contribute meaningfully to price decisions in leisure, or even to an understanding of price-demand relationships in leisure. This article uses a review of relevant theoretical and empirical considerations and a recent empirical investigation to refute such assertions. It demonstrates how leisure managers might utilize appropriate management information and market research data to improve both their understanding of the price-demand relationship and consequent pricing decisions, with the help of economic analysis.