Brand portfolio, corporate image, and reputation: Managing brand deletions

Brand portfolio management addresses, among other issues, the interrelated questions of what brands to add, retain, or delete. A small number of brands in a firm’s brand portfolio can often have a disproportionately large positive or negative impact on its image and reputation and the responses of stakeholders. Brand deletions can be critical from the standpoint of a firm being able to free up resources to redeploy toward enhancing the competitive standing and financial performance of brands in its portfolio with the greatest potential to positively affect its image and reputation. Against this backdrop, the authors focus on the organizational and environmental drivers of brand deletion propensity, the predisposition of a firm to delete a particular brand from its brand portfolio. The authors propose a conceptual model delineating the drivers of brand deletion propensity and suggest directions for future research, including the related concept of brand deletion intensity. Rajan Varadarajan (varadarajan@tamu.edu) is Distinguished Professor of Marketing and holder of the Ford Chair in Marketing and E-Commerce in the Mays Business School at Texas A&M University. His primary teaching and research interest is in the area of strategy. His research on strategy has been published in theJournal of Marketing, the Journal of the Academy of Marketing Science, theAcademy of Management Journal, theStrategic Management Journal, and other journals. Rajan served as editor of theJournal of Marketing from 1993 to 1996 and theJournal of the Academy of Marketing Science from 2000 to 2003. He currently serves on the editorial review boards of theJournal of Marketing, theJournal of the Academy of Marketing Science, theJournal of International Marketing, theJournal of Interactive Marketing and other journals. He is a recipient of a number of honors and awards, including the Academy of Marketing Science Distinguished Marketing Educator Award (2003), the American Marketing Association Mahajan Award for Career Contributions to Marketing Strategy (2003), and the Texas A&M University Distinguished Achievement Award in Research (1994). Mark P. DeFanti (mdefanti@tamu.edu) is a doctoral student in marketing at Texas A&M University. He received his M.B.A. from The University of Texas at Austin and his B.A. from Amherst College. His current research interests include brand portfolio management, corporate name changes, and business-to-business branding. His teaching interests include advertising, brand management, and marketing strategy. Paul S. Busch (p-busch@tamu.edu) is a professor of marketing in the Mays Business School at Texas A&M University. He received his Ph.D. from Pennsylvania State University. His research has been published in theJournal of Marketing, theJournal of Marketing Research, Decision Sciences, theJournal of Business Research, andBusiness Horizons. He serves on the editorial review boards of theJournal of Business-to-Business Marketing, theAsian Journal of Marketing, andMarketing Management. His research interests include buyer-seller relationships, business-to-business branding, and brand portfolio management. His teaching interests include promotional strategy and new product development.     

Customer-based corporate reputation of a service firm: scale development and validation

Although corporate reputation has attracted significant attention among marketing scholars, current measures of it do not adequately capture the perceptions of the most important stakeholder group, customers, and often overlook its relationship to important customer-outcome variables. In this article, we identify dimensions of customer-based corporate reputation and develop scales to measure these dimensions (Study 1). Based on comprehensive validation procedures across three service firm types, we found support for a five-dimensional scale with the following dimensions: Customer Orientation, Good Employer, Reliable and Financially Strong Company, Product and Service Quality, and Social and Environmental Responsibility. In Study 2, using a second sample, we validate our scale and examine its relationship with important customer-outcome variables—customer satisfaction, loyalty, trust, and word of mouth. Most of the reputation dimensions were strongly associated with important outcome variables, with a few exceptions. We discuss the results with reference to the marketing implications.

Linking multiple layers of innovation-oriented corporate culture, product program innovativeness, and business performance: a contingency approach

In recent years, firms have invested considerably in programs to raise their innovativeness by inspiring employees with an innovation-oriented corporate culture. However, extant literature is inconclusive on how an innovation-oriented culture leads to increases in product program innovativeness (PPI). This study investigates this question by analyzing a multilayer model of innovation-oriented corporate culture, using data from three different informants: marketing managers, R&D managers, and customers. The effects of innovation-oriented values and norms on PPI are fully mediated by cultural artifacts. Therefore, values and norms must be transformed into specific artifacts to exert an influence on innovativeness. Furthermore, market dynamism and technological turbulence have opposite moderating effects on the relationship between innovation-oriented artifacts and PPI. Market dynamism weakens this relationship, whereas technological turbulence strengthens it.     

经济政策不确定性、企业金融化与公司价值

理论分析和经验证据表明经济政策不确定性会影响企业投融资决策等微观行为,进而影响公司价值。以2007～2019年我国上市公司数据为研究样本,借鉴Baker等构建的经济政策不确定性指数实证分析经济政策不确定性对企业金融化和公司价值的影响。研究发现：经济政策不确定性对企业金融化水平有着正面的影响。但经济政策不确定性下,企业金融化水平影响公司价值的提升。进一步研究发现,相对于民营企业,经济政策不确定性下的企业金融化损害国有企业的公司价值;相对于中央国企,经济政策不确定性下的企业金融化损害地方国企公司价值。进一步对企业规模异质性、受融资约束程度等的差异进行分析,在微观作用机制上,发现经济政策不确定性下的企业金融化一方面挤出企业投资,另一方面抑制企业创新水平的提高是影响公司价值提升的重要原因。     

公司治理、内部控制与公司价值的关系研究述评

关于公司治理、内部控制和公司价值的研究一直是国内外学者关注的热点问题,他们对于三者两两之间的关系进行了必要的研究,取得了可喜的成果。但是,对于公司治理、内部控制和公司价值三者之间内在联系的研究则相对比较薄弱。由于对内部控制的研究起步较晚,加上其他一些因素,我国迄今为止尚未建立一个比较完善的内部控制规范体系。从近几年的研究状况和主要观点看,必须加强公司治理、内部控制和公司价值三者之间内在联系的研究。     

公司治理、内部控制与公司价值的关系——基于信息观视角的研究

将内部控制置于公司治理和公司价值系列理论中,从信息观的视角进行审视,可以发现,公司治理、内部控制与公司价值三者之间,内部控制制度的实施离不开完善的公司治理结构,要实现企业价值最大化的终极目标必须有健全的内部控制制度作为支撑。因此,只有将公司治理与内部控制有机结合起来,才能为企业创造更大的价值。仔细研究公司治理、内部控制与公司价值三者之间的关系,可以有效地探寻和制定适合我国国情的、能与现有公司治理条件相融舍的、以价值为导向的内部控制的办法或措施。     

会计信息质量、会计监管与公司外部治理

会计监管是指政府对会计信息的管理及制约,会计信息是一系列相互关联会计行为的最终产品。因此,对会计信息的监管又演化为对生成和提供会计信息的一系列相互关联会计行为的控制。这些会计行为既包括企业管理层的会计行为,也包括注册会计师的审计行为。公司外部治理指向的会计监管,是以政府为主导、依托于资本市场、经理市场和独立审计市场的外部治理指向的会计监管。     

基于全流通高管薪酬变动与控制权转让绩效研究

以2005年5月1日～2007年12月31日的国有-国有、行业未变更的控制权转移公司为样本,在控制高管变更等因素后,检验薪酬变动与控制权转移后业绩变动的相关关系,研究发现：高管薪酬增加与控制权转移后业绩改善存在显著的正相关关系。这一结论对国有上市公司薪酬改革和控制权转移后如何提升公司业绩具有重要意义。     

房价攀高的后果、成因及其调控措施

房价持续攀高是社会普遍关注的热点，其对社会带来的负面效应不可低估。要解决这个问题首先应厘清其成因，要运用综合手段强化对房地产市场的科学管理，关键是规范地方政府和房地产企业行为。重点是打击投机炒作。     

企业创新的动因、途径和环境研究

企业的技术创新、管理创新等各项创新需求在一定期间处于不同的状态,解决主要矛盾的创新需求显得尤为重要。在推动企业发展的过程中,企业不只是重视通过新产品和服务创新实现增长,而且必须日益关注其业务模式和运营的创新,将其作为实现变革的关键机制。激发员工的想象力、触发创新的灵感,关乎企业的文化是否支持想象与变革。     

略论企业并购与财务管理的协同效应

企业并购是当今企业做大做强发展战略的一项重要内容。本文扼要论述了作为以价值尺度为基本管理职能的财务管理,如何发挥其特有的优势,为企业并购服务,从而充分体现财务管理在企业并购中的协同效应。     

公司治理模式与公司规模增长的关系--两种模式的比较

通过介绍英、美公司治理模式与德、日公司治理模式的特点,比较英、美公司治理模式与德、日公司治理模式和公司规模增长之间的关系,分析导致这种差别的金融制度原因,指出两种模式优缺点,为我国公司成长提供启示。     

企业诚信文化与核心竞争力

企业核心竞争力包括两方面内容:一是企业的创新能力,二是企业诚实守信的商誉。前者可以看成为企业核心竞争力的硬件,后者可以看成为其软件。而在市场上企业极具竞争力的优质品牌则是二者统一结合的结晶。     

Linking consumer behavior constructs to international marketing strategy: A comment on wills,samli, and jacobs and an extension

In a 1991 article by Wills, Samli, and Jacobs, a new approach to international marketing strategy development was presented. Two micro constructs, involvement and learning theory, and two macro constructs, cultural context and the diffusion process, were linked in an integrative matrix summarizing various tactics for promoting and distributing a VCR around the world, within the bounds of a global marketing strategy. This comment sharpens the focus and extends the thrust of their work. It examines their proposed research agenda, clarifies certain constructs, and suggests a reformulated approach to theory development. It also proposes an approach to segmenting the world market for VCRs, incorporating four levels of felt involvement and two rates of product learning. Finally, suggestions for future research are outlined. She received a Ph.D. in International Marketing from Bradford University Management Centre, England, and is bilingual in English and French. She has taught in England, France, and Morocco, and has published in theJournal of the Market Research Society, Journal of the Operational Research Society, Journal of the Academy of Marketing Science, Journal of Business Research, International Marketing Review, Advances in International Marketing, International Journal of Advertising, European Journal of Marketing, and theJournal of Business and Industrial Marketing.     

Firm-level export performance assessment: Review, evaluation, and development

Export performance is one of the most widely researched but least understood and most contentious areas of international marketing. To some extent, this problem can be ascribed to difficulties in conceptualizing, operationalizing, and measuring the export performance construct, often leading to inconsistent and conflicting results. This study reviews and evaluates more than 100 articles of pertinent empirical studies to assess and critique export performance measurements. Based on gaps identified in this evluation, guidelines for export performance measure development are advanced, suggesting, however, a contingency approach in their application. Several conclusions and implications for export strategy and future research are derived from this analysis. Constantine S. Katsikeas holds the Sir Julian Hodge Chair in Marketing and International Business at Cardiff Business School, Cardiff University. His main research interests lie in the areas of international marketing and purchasing, global strategic alliances, and competitive strategy. He has published widely in these fields and his articles have appeared inJournal of International Business Studies, Journal of International Marketing, (formerly Columbia)Journal of World Business, Journal of Business Research, Industrial Marketing Management, andManagement International Review, among others. Leonidas C. Leonidou is associate professor of marketing at the University of Cyprus. He obtained his Ph.D. in marketing from the University of Bath, and has research interests in international marketing, relationship marketing, strategic marketing, and marketing in emerging economies. He has published extensively in these fields and his articles have appeared in various journals includingJournal of International Business Studies, Journal of Business Research, Journal of International Marketing, andManagement International Review. Neil A. Morgan is assistant professor of marketing in the Kenan-Flagler Business School at the University of North Carolina, Chapel Hill. His research interests focus on strategic issues concerning marketing resources and capabilities, and marketing planning and implementation processes and their links with business performance. His work has appeared inJournal of the Academy of Marketing Science, Journal of Business Research, Industrial Marketing Management, British Journal of Management, European Journal of Marketing, and other journals.     

人力资源会计与传统会计体系的联系及其修正

通过对人力资源会计与传统会计的联系性分析，从成本费用、产权关系等方面探讨了其对传统会计的修正关系。     

企业文化与企业思想政治工作融合新论

企业文化与思想政治工作是我国经济发展中不可缺少的重要工作,二者紧密相联,相辅相成。企业文化是思想政治工作的基础,是加强和改进企业思想政治工作的重要途径,企业思想政治工作的开展又离不开企业文化,同时它也能促进企业文化的建设。为最大限度发挥企业各生产要素的作用,创造最佳经济效益,就应该把企业文化和思想政治工作有机结合起来,使两者相互渗透,互为补充,共同发展。     

如何建立健全国有独资公司的法人治理结构

国有独资公司在社会主义市场经济中具有重要作用,但现实运行中其治理结构存在着诸多问题.必须建立和完善以国资委、董事会、监事会、总经理为中心的公司法人治理结构.设想是通过增加不同利益主体,实现股权多元化;让利益相关者代表参与董事会和监事会以实现共同治理;建立董事和监事资格认证制度;设计合理的董事会和监事会成员结构.