Achieving and Managing Global Brand Equity: A Critical Analysis

ABSTRACT

According to some experts, brand equity is a company's most important asset. In this article, the authors first study the durability of brand equity in the long run. Then they examine the maintenance of that brand equity. The study analyzes the relative position of the top 50 most important global brands. Rank correlations indicate that, in the short run, the top 50 brands maintain strong equity levels, but in the longer run, this equity dissipates. In order to empower global brands in the long run, the authors put together a general global brand strategy model that would achieve and maintain brand equity. The model has three important components: strategic action, generating brand power, and achieving sustained brand equity. Such a model could balance the success in achieving brand equity globally both in the short and long run.     

CSR Practices and Corporate Strategy: Evidence from a Longitudinal Case Study

This paper aims to contribute to the present debate about business ethics and Corporate Social Responsibility (CSR) that the Journal of Business Ethics is hosting. Numerous contributions argued theoretical frameworks and taxonomies of CSR practices. The authors want to ground in this knowledge and provide further evidence about how companies adopt CSR practices to address stakeholders’ claims and consolidate their trust. Evidence was provided by a longitudinal case study about an Italian food company that is one of the largest producers of baby food. This company reshaped its corporate strategy along three decades through the adoption of CSR practices in order to win stakeholders’ trust about food safety and supply chain behaviour. The empirical exercise was informed by a literature review of the relevant contributions in terms of CSR business practices and levels of efforts to adopt them. In light of this review, the authors adopted for the research framework the taxonomy of business practices proposed by Spiller (2000, “Ethical Business and Investment: A Model for Business and Society”, Journal of Business Ethics 27, 149-160) and the levels of commitment towards CSR proposed by Stahl and Grigsby (1997, Strategic Management; Total Quality & Global Competition (Blackwell, Oxford)). The main findings are discussed in order to argue theoretical implications and identify further areas of research and debate.     

Paradoxes and Dilemmas for Stakeholder Responsive Firms in the Extractive Sector: Lessons from the Case of Shell and the Ogoni

This paper examines some of the paradoxes and dilemmas facing firms in the extractive sector when they attempt to take on a more stakeholder-responsive orientation towards issues of environmental and social responsibility. We describe the case of Shell and the Ogoni and attempt to draw out some of the lessons of that case for more sustainable operations in the developing world. We argue that firms such as Shell, Rio Tinto and others may well exhibit increasingly stakeholder-responsive behaviours at the corporate, strategic level. However for reasons of strategy, lack of competency or institutional will this increasing level of corporate responsiveness may not be mirrored effectively in dealings between subsidiary business units and their most important direct stakeholders: for example local communities and in the developing world. We contrast the struggles of Shell to replicate its corporate stakeholder-responsiveness at the local level in Nigeria with the experiences of other firms that seem to have developed managerial capabilities at a somewhat deeper level throughout the firm with consequent benefits both for stakeholders and the business.     

Empirical Evidence of Marketing Practices in the Nonprofit Sector: The Case of Performing Arts

ABSTRACT

Arts organisations are adopting marketing practices as international literature suggests. However, there is an important lack of studies proving this. So, the overall goal of this article is to examine how performing arts institutions apply marketing principles in their management process. Specifically, we propose to group these organisations according to their implication with marketing practices. An empirical research design using univariate and multivariate techniques was drawn. The results showed that performing arts organisations are adopting marketing tools but with different levels of implication. So, the three groups found were labelled neutral, involved and image conscious due to the apathy, slight interest and image development show respectively towards marketing.     

Globalization,Economic Crisis and Employment Practices: Lessons from a Large Malaysian Islamic Institution

This contribution initially discusses the ever increasing globalization of business and its impact on nations which embrace globalization without adequate preparation. The essay also highlights the need to understand and acknowledge the different ways of managing human resources in different parts of the world. Considering the ever increasing popularity and the following of Islam worldwide and the globalization of business, an attempt has been made to highlight the key Islamic work principles and their usefulness in creating a unique internal labour market (ILM) which can significantly contribute to the successful operating of organizations and enable them to achieve a sustained competitive advantage. The findings have key messages both for academicians and practitioners in the field of international business, human resource management and organization studies.     

Value Creation from Intellectual Capital: Convergence of Knowledge Management and Collaboration in the Intellectual Bandwidth Model

Current efforts in managing knowledge have concentrated on creating, sharing and storing knowledge while business problems require the combined use of these intellectual resources to enable organizations to provide innovative and customized services. The Intellectual Bandwidth model posits that an organization's potential to create value is determined by its intellectual assets and collaboration capabilities. While this is a potentially powerful assertion, the model does not explain the relationship between knowledge management and collaboration. This paper argues that knowledge management and collaboration have common, mutually interdependent purposes and practices. It demonstrates this interdependence, by mapping collaboration processes to knowledge management activities. Following an analysis of the relationship between knowledge management activities and collaboration, this paper concludes with implications for the use of collaboration technologies for increasing the potential of an organization to create value.     

GHG Reporting and Impression Management: An Assessment of Sustainability Reports from the Energy Sector

The objective of this study was to analyze the quality of climate information disclosed by companies and the impression management strategies they have developed to justify or conceal negative aspects of their performance. The study is based on a qualitative content analysis of the sustainability reports of 21 energy-sector companies that use the Global Reporting Initiative (GRI) with A or A+ application levels over a period of 5 years (n = 105). It contributes to the literature on climate disclosure by demonstrating the ineffectiveness of the external assurance process in ensuring the quality and representativeness of the data. Significant non-compliance with GRI standards was identified in 86 of the 93 reports audited by a third party. In addition, six of the 21 companies surveyed were found to disclose increasingly opaque information over time, concealing information on the measurement and methodology used. Through this study, four impression management strategies were identified. These are employed either to justify certain information (by minimizing impacts, excuses and commitment) or to conceal it (through strategic omissions and manipulation of figures). In exposing the high incidence of non-compliance in GRI reporting and the use of impression management strategies by companies, this study shows that it will be difficult or impossible for stakeholders to reasonably assess, monitor and compare companies’ climate performance on the basis of these reports.     

Institutional Design in Hungary: A Case Study of the Unfair Commercial Practices Directive

The adoption of the Unfair Commercial Practices Directive (UCPD) and its implementation in the EU Member States raised many academic and policy discussions on substantive issues such as the fairness notion, the substantive test of material distortion, as well as the concept of the average consumer. However, its influence on the Member States' enforcement regimes is equally far-reaching. This paper analyses on the one hand, how EU law, i.e., the UCPD, affected the traditional enforcement models of the Member States and on the other hand, how the allocation of enforcement powers to institutions who enforce the UCPD and the organizational design of these enforcement institutions influence the actual enforcement of EU law in the national legal context. This paper conducts a case study on Hungarian law and examines how Europeanization of unfair commercial practices has changed the Hungarian model of law enforcement. The paper finds that the changes in the Hungarian institutional framework had significant impact on how substantive rules are applied by the various enforcement agencies due to their different enforcement legacies. This case study shows that looking at institutional design provides a deeper understanding of local enforcement modalities, and it offers new insights for Europeanization strategies.     

Measuring Ethical Ideology in Business Ethics: A Critical Analysis of the Ethics Position Questionnaire

Individual differences in ethical ideology are believed to play a key role in ethical decision making. Forsyths (1980) Ethics Position Questionnaire (EPQ) is designed to measure ethical ideology along two dimensions, relativism and idealism. This study extends the work of Forsyth by examining the construct validity of the EPQ. Confirmatory factor analyses conducted with independent samples indicated three factors – idealism, relativism, and veracity – account for the relationships among EPQ items. In order to provide further evidence of the instruments nomological and convergent validity, correlations among the EPQ subscales, dogmatism, empathy, and individual differences in the use of moral rationales were examined. The relationship between EPQ measures of idealism and moral judgments demonstrated modest predictive validity, but the appreciably weaker influence of relativism and the emergence of a veracity factor raise questions about the utility of the EPQ typology.     

Development of the Service Sector: A Critical Survey of Macro-economic Models

The slow-down in the economic growth and the rise in unemployment have revived the discussion about the oppor- tunities for growth through the development of the service sector. This article reviews what models tell us about the mechanism of the development of the service industries. An attempt b made to specify the relative importance of demand and supply aspects of the service economy and to indicate the black holes in our knowledge.     

Trends and Drivers in CSR Disclosure: A Focus on Reporting Practices in the Automotive Industry

This work focuses on corporate social responsibility (CSR) disclosure practices of multinational corporations. Based on a longitudinal study of CSR reports of companies operating in the automotive industry, the paper offers a detailed study of how disclosure practices are changing and which principles and approaches influence and drive the development of such disclosure. Based on a four-year report-based study, the findings enable us to identify three main trends in the CSR disclosure strategy of automotive firms. First, in line with the mainstream CSR literature, the present study confirms the trend towards the increasing environmental and social accountability. Second, it adds evidence to the emerging debate regarding the harmonization and standardization of reporting and discusses this aspect by mentioning the standards as exerting some normative pressures within the sector. Finally, it provides evidence on specific links emerging between issues and actors. The implications of this evidence contribute to opening up the debate on CSR disclosure to the possibility of combining the institutional lens with a strategic approach that captures the materiality considerations of CSR disclosure.     

Measuring Corporate Social Performance in France: A Critical and Empirical Analysis of ARESE Data

This article studies the idea of Corporate Social Performance (CSP) from a critical perspective using empirical elements derived from analysis of year 2000 ARESE data. ARESE is the French first mover social rating agency providing quantified data about the Social Performance of French companies. The paper starts out by reviewing leading CSP models and discussing problems inherent to the measurement of this construct before going on to present and analyse ARESE data - whose suitability for existing models will be discussed.     

智力资本价值创造效率与股权资本成本——基于注册会计师会计报表审计鉴证意见中介效应的研究

本文以注册会计师会计报表审计鉴证意见为中介变量,利用2008-2015年我国上市公司A股有关数据,检验智力资本价值创造效率对股权资本成本的影响。研究发现:注册会计师在出具审计意见时受到企业智力资本价值创造效率的影响;企业智力资本价值创造效率的提高可以改善注册会计师会计报表审计鉴证意见,降低其股权资本成本;注册会计师会计报表审计鉴证意见是人力资本价值创造效率影响股权资本成本的有效传导路径之一,但不是结构资本价值创造效率降低股权资本成本的有效中介变量。企业应重视智力资本并基于不同类型智力资本的特征对其进行有效管理,以降低其股权资本成本。     

人力资本、社会支持与流动人口社会融入 ——以北京市为例

作为"首善之区",北京一直是很多流动人口向往和驻足的地方,也因此成为推进新型城镇化和流动人口市民化压力最大的城市之一。基于2017年北京市流动人口动态监测调查数据,分析了流动人口社会融入水平的整体特征、空间差异和影响因素。研究表明,北京市流动人口的社会融入总体水平不高且存在空间异质性。人力资本积累对流动人口的社会融入具有显著的影响,其中,跨城市流动经历有利于经济和行为融入的积累,而心理和文化维度的融入则依靠本地居留时间的增加。家庭、朋友、社区等层面的社会支持显著提升流动人口总体的社会融入水平。经济收入水平的提高是人力资本和社会支持影响流动人口社会融入的重要路径,但对不同类型人力资本和社会支持及不同维度社会融入的中介效应强度差异较大。     

Corporate Identity of a Socially Responsible University – A Case from the Turkish Higher Education Sector

Facing increased competition, universities are driven to project a positive image to their internal and external stakeholders. Therefore some of these institutions have begun to develop and implement corporate identity programs as part of their corporate strategies. This study describes a Turkish higher education institution’s social responsibility initiatives. Along with this example, the study also analyzes a specific case using concepts from the Corporate Identity and Corporate Social Responsibility literature. The motives leading the university to manage its corporate identity, the social responsibility initiatives in the local and national communities, and the possible benefits of these initiatives for the parties involved are all identified. The major finding is that philanthropy is one of the main elements of Istanbul Bilgi University’s corporate identity program and that the university has altruistic motives for its social responsibility initiatives. M.G. Serap Atakan is an assistant professor at the Department of Business Administration of Istanbul Bilgi University, Turkey. She is teaching and conducting researches on business ethics, corporate social responsibility and retailing. She has a co-authored article published in the Journal of Business Ethics. Tutku Eker is a doctorate student at the Department of Management of Bogazici University, Istanbul, Turkey. Her research interests include business ethics, corporate social responsibility and branding. She is also a teaching assistant at the Department of Business Administration of Istanbul Bilgi University.     

中国非正规部门指数的设计与测算——兼论非正规部门与经济增长关系

文章基于2008版国民经济核算体系新框架,利用统计指数理论和综合评价技术从投资、消费、就业、金融四个方面设计并测算我国非正规部门指数。在此基础上,探讨了非正规部门与经济增长的内在联系。研究结果显示,我国非正规部门年均增长快于同期经济增长;非正规部门的"低抗风险性、低政府规制"的特征增加了非正规部门增长的不稳定性;非正规部门与经济增长之间存在协整关系,不论从长期还是短期看,当期非正规部门与经济增长均存在正向关系,但影响程度较弱。