Brand Management as an Internationalization Strategy for SME: A Multiple Case Study

ABSTRACT

This research examines the role of branding in the Portuguese SME internationalization process and how the internationalization and brand strategies are articulated in the search for a better business performance within a competitive framework and increasing competitiveness environment. The article aims specifically at: (a) the strategy of creation and brand management; (b) the relevance given to the brand; (c) the importance of brand creation and management in the internationalization strategy. We chose a qualitative methodology, based on four cases studies. Our results suggest that branding strategies of SME cannot be compared with the strategies of multinationals. Budgetary constraints and human resources lead companies to invest in low-cost strategies. The importance of the brand lies in the distinction that allows competition with similar products within the sectors. Management of the brand does not come up as an essential strategy for the internationalization of a Portuguese SME.     

Thoughts,attitudes and profile of Brazilian consumers regarding food irradiation

This study aimed to examine the neophobia, knowledge, thoughts, and opinions related to food irradiation among consumers living in a small city in Brazil through the application of a behavioral and sociodemographic questionnaire. It was found that the 271 respondents had little knowledge about the process of food irradiation and had low intent to purchase irradiated food; several consumers associated irradiated food with radioactivity and cancer. Individuals with better knowledge about irradiation and those who are young, single, did not live with children, and had higher levels of education and higher monthly family incomes were more likely to buy irradiated foods than others. These results describe the profile of potential consumers of irradiated foods and the knowledge, thoughts and opinions of the residents of a small city relative to food irradiation. This data could assist industries that irradiate foods to adopt strategies that ensure greater acceptance of their products.     

Enablers for end‐user entrepreneurship: An investigation on Italian food bloggers

This article examines unconventional entrepreneurship (accidental or end‐user entrepreneurs) to determine whether the decision‐making phase of the entrepreneurial process is collective. The analysis identified a virtuous circle that links knowledge, innovation, judgment, and decision making to collective interactions built on passion, experience, and sharing. To study food bloggers as unconventional user entrepreneurs, data were collected and analyzed using netnographic analysis. A supplementary online survey of food bloggers and their followers was also performed. Three groups of food bloggers are identified: amusing, functional, and fervent. Only fervent food bloggers, thanks to the virtuous circle built on passion, experience, and sharing as enablers, can be considered accidental or end‐user entrepreneurs.     

Model misspecification effects for biased samples

The model misspecification effects on the maximum likelihood estimator are studied when a biased sample is treated as a random one as well as when a random sample is treated as a biased one. The relation between the existence of a consistent estimator under model misspecification and the completeness of the distribution is also considered. The cases of the weight invariant distribution and the scale parameter distribution are examined and finally an example is presented to illustrate the results.     

How to implement innovation policies through projects successfully

This paper investigates the types of policy instruments responsible for the success of policy implementation through projects. Based on evidence from 12 comparative multiple case-studies, the paper provides an analytical insight from real practice on how and why different types of instruments lead to either successful or unsuccessful projects. In particular, the key finding is that in order for projects to implement policy successfully, policy instruments have to be designed based on specific systems thinking constructs related to flexibility. The findings provide the crucial but missing holistic conceptual direction for the development of implementation theory, which needs to overcome conceptual fragmentation and polarization. The findings also provide the insight as to how instruments really function which is essential to policy makers and project managers involved in public innovation programs.     

Issues in the analysis of co-authorship networks

Scientific collaboration is a complex phenomenon that improves the sharing of competences and the production of new scientific knowledge. Social Network Analysis is often used to describe the scientific collaboration patterns defined by co-authorship relationships. Different phases of the analysis of collaboration are related to: data collection, network boundary setting, relational data matrix definition, data analysis and interpretation of results. The aim of this paper is to point out some issues that arise in these different phases, highlighting: (i) the use of local archives versus international bibliographic databases; (ii) the use of different approaches for setting boundaries in a whole-network; (iii) the definition of a co-authorship data matrix (binary and weighted ties) and (iv) the analysis and the interpretation of network measures for co-authorship data. We discuss the different choices that can be made in these phases within an illustrative example on real data which is referred to scientific collaboration among researchers affiliated to an academic institution. In particular, we compare global and actor-level network measures computed from binary and weighted co-authorship networks in different disciplines.     

Sell‐Side Analyst Bias When Investment Banks Have Privileged Access to the Board

Research on analyst bias typically identifies affiliation with reference to a subset of the mandates that could give rise to incentives for bias in a multifunction investment bank. This paper develops a new measure of affiliation based upon the UK practice of corporate broking. An advantage of this approach is that affiliation is no longer restricted to isolated equity issuance events as it is an ongoing activity. This research shows that prior US evidence regarding the “Global Settlement” is robust to this new measure and application in the United Kingdom rather than solely the United States. The paper uses a hazard rate methodology focusing on the timeliness of revisions to address selection bias concerns.     

Local banking and local economic growth in Italy: some panel evidence

This article provides new evidence on the contribution of local banking to local economic growth (i.e. at county level – the Italian ‘province’) in Italy. A comprehensive data set is used, which includes control variables for social capital and human capital as well as indicators of the quality of local infrastructures and the production structure of the local economy. A linear within-estimator technique with fixed effects is applied to a modified version of the so-called Barro regression in order to address the well-known econometric issues of reverse causality and estimation bias resulting from unobserved district-specific influences.