Development of new B2B venture corporate brand identity: A narrative performance approach

The development and role of brand identity in new B2B ventures is not well explored despite the challenge for such organisations in establishing reputational legitimacy. Previous research defines corporate brand identity as stable and endogenous to the organisation based either on the reputational capital of the organisation or the founder. We challenge this view in this paper from a conceptual and empirical perspective. Combining narrative theory and performativity theory this article suggests brand identity develops as a narrative performance. The study employs a narrative case analysis of interviews and archival data generated during a three-year period to examine the development of corporate brand over time. This study shows that the development of corporate brand identity and the context of the development of new B2B venture are closely intertwined processes and provides a framework for understanding the phenomenon. Brand identity is not a stable core emanating from inside the company but develops over time through a reciprocal sensemaking and dynamic interactions between company and the key external stakeholders in its context. We conclude that brand identity is built not only upon the reputational capital of past behaviours but of the brand itself as it explores and interacts within its brand eco-system.     

Green innovation and brand equity: moderating effects of industrial institutions

Asia Pacific Journal of Management - In recent decades, firms increasingly engage in green innovation activities to address the bourgeoning environmental crisis. Despite the importance of green...     

Marketing antecedents of industrial brand equity: An empirical investigation in specialty chemicals

Industrial branding has emerged as an important issue, allowing firms to gain substantial competitive advantage, especially in markets where product commoditization and electronic procurement are on the increase. This article proposes, and empirically validates, a theoretically structured approach to measure brand equity, its antecedents and its consequences for industrial products. The model distinguishes between product and corporate brand equity, uses buyer perceived performance on the dimensions of the marketing mix as antecedents of brand equity, and relates them to re-purchase and loyalty intentions.     

The evolution of generic brands in industrial markets: the challenges to owners of brand equity

The paper suggests that generic brands can develop in industrial markets as easily as they can in consumer goods markets. It briefly examines the issue of branding in industrial markets and then describes the problems that firms can face if their brand name becomes used in a generic manner. It suggests actions that such firms can take as responses to this situation.     

An empirical case study on Indian consumers' sentiment towards electric vehicles: A big data analytics approach

Today, climate change due to global warming is a significant concern to all of us. India's rate of greenhouse gas emissions is increasing day by day, placing India in the top ten emitters in the world. Air pollution is one of the significant contributors to the greenhouse effect. Transportation contributes about 10% of the air pollution in India. The Indian government is taking steps to reduce air pollution by encouraging the use of electric vehicles. But, success depends on consumer's sentiment, perception and understanding towards Electric Vehicles (EV). This case study tried to capture the feeling, attitude, and emotions of Indian consumers' towards electric vehicles. The main objective of this study was to extract opinions valuable to prospective buyers (to know what is best for them), marketers (for determining what features should be advertised) and manufacturers (for deciding what features should be improved) using Deep Learning techniques (e.g Doc2Vec Algorithm, Recurrent Neural Network (RNN), Convolutional Neural Network (CNN)). Due to the very nature of social media data, big data platform was chosen to analyze the sentiment towards EV. Deep Learning based techniques were preferred over traditional machine learning algorithms (Support Vector Machine, Logistic regression and Decision tree, etc.) due to its superior text mining capabilities. Two years data (2016 to 2018) were collected from different social media platform for this case study. The results showed the efficiency of deep learning algorithms and found CNN yield better results in-compare to others. The proposed optimal model will help consumers, designers and manufacturers in their decision-making capabilities to choose, design and manufacture EV.     

Closing information asymmetries: A scale agnostic approach for exploring equity implications of broadband provision

A persistent challenge for telecommunications policy is the determination of broadband provision footprints in both space and time. In the United States, Form 477 data from the Federal Communications Commission (FCC) provide a valuable snapshot of broadband provision at the block level, but there are often inconsistencies with the underlying data. These inconsistencies include overly-optimistic self-reports from providers, requirements to report broadband provision within inflexible census administrative units, and a modest temporal reporting schedule (biannual) with a significant, one year temporal lag. These uncertainties are often compounded by telecommunications providers refusing to disclose any information on service footprints, geographic expansion plans or the characteristics of populations served by broadband. This type of obfuscation drastically limits the ability of policy analysts to evaluate outcomes (both positive and negative) associated with service provision and the digital divide, more generally. With the recent entry of Google Fiber to several metropolitan markets in the United States, many of the broadband reporting and evaluation challenges have re-emerged. The purpose of this paper is to leverage basic data mining techniques, a scale agnostic geographic framework and exploratory spatial data analysis (ESDA), to uncover the geographic intricacies of Google Fiber (Fiber) service for both Provo, Utah and Austin, Texas and compare them to Form 477 reports. In addition, we use basic statistical approaches to explore issues of broadband access and equity, accounting for the differences in socio-economic and demographic status of the populace served/not served for both cities, as well as basic pricing within and between communities.     

Talented people and strong brands: The contribution of human capital and brand equity to firm value

Research and managerial practice generally contend that human capital and brand equity constitute a company's most valuable resources. Relying on similar underlying theoretical rationales, research on the value relevance of these two resources has developed in different disciplines. Combining diverse data sources, the authors examine the simultaneous effects of brand equity and human capital on firm value. In addition, they consider how much the effects of these two resources differ between services and manufacturing. Results provide evidence for a complementary relationship between human capital and brand equity and show that both resources create relatively more value in a service setting. Copyright © 2014 John Wiley & Sons, Ltd.     

Establishing brand equity among business-to-business referral sources in the emerging markets: The case of specialty medical practice

The goal of this study is to establish brand equity among business-to-business (B2B) referral sources in the emerging markets. We consider the case of specialty medical practices (SMPs) within these markets to achieve this objective. In this regard, we conducted a qualitative study among doctors/managers involved in SMPs in a developed market to understand the functioning of an SMP, and observe the process of building brand equity among referral sources. Based on the insights, we propose a conceptual framework to establish brand equity for SMPs in the emerging markets that focuses on B2B relationships. This is one of the first studies to explore the SMP industry in the emerging markets. We also highlight future directions and call for empirical validation of the proposed framework.     

The modelling of business profitability: A new approach

Various methods are in use for the ‘top down’ assessment and comparison of the future profitabilities of businesses. The most advanced is the PAR equation of the PIMS programme, which combines quantitative evaluations of the average effect of various business characteristics on profitability. However it is not a true model in the OR sense being essentially a linear regression equation. The proposed new approach is a first attempt to combine the characteristics in a way which models the bargaining of customers with suppliers who are in competition for the supply of a bulk product. All the constants in the resulting non-linear equation (called 5C) are meaningful in marketing or production terms. The model is in a preliminary non-optimized state, but seems to offer opportunities for ongoing development. It is in this spirit that it is offered for discussion.     

A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector

A model is developed to examine the relationships among marketing-mix efforts (channel performance, value-oriented price, promotion, and after-sales service), corporate image, three dimensions of brand equity (brand awareness with associations, perceived quality, and brand loyalty), and market performance. The model considers three distinctive aspects of business markets. After-sales service is taken as a key marketing-mix effort. Corporate image is placed as a mediator from the marketing-mix efforts to the dimensions of brand equity. Personal selling is defined as a main component of promotion. The model is tested in the context of a Korean IT software sector. The test results show that all the marketing-mix efforts positively affect the overall value of brand equity, which is a proxy of market performance, via the three dimensions of brand equity. Corporate image mediates the effect of the marketing-mix efforts on the three dimensions of brand equity.     

The effects of fishery harbor-based brands on the brand equity of shore fish: An empirical study of branded mackerel in Japan

In Japan, some fishery cooperative associations use their fishery harbor names as a brand to differentiate their own shore fish. Most notable is the branding of mackerel. In this paper, we analyze the effects of branding using a discrete/continuous model. The results are as follows. First, there is first-mover advantage in the branding of mackerel. For instance, unlike other brands of mackerel, Seki-saba as the pioneering brand can increase its brand equity. Second, other brands have opposing effects that increase and decrease the brand equity of the pioneering brand. We find the former is strongest in the early stages of fishery branding when there are few competing brands of mackerel, while the latter becomes stronger in later stages when many other brands emerge.     

Complementarity versus substitutability of dynamic and operational capabilities in B2B firms: A configurational approach

Despite extensive research into dynamic and operational capabilities, understanding of their interplay is still scant. Both complementary and substitutive roles have been proposed in prior conceptual studies, but only limited systematic empirical investigations into the mutual interdependence of these capabilities have been conducted. Drawing on a sample of 219 Hungarian B2B firms, this study incorporates prior literature on dynamic and operational capabilities and employs a set-theoretical approach to examine whether the capabilities complement or substitute each other in producing high levels of business performance. While evidence for both types of interdependency is provided, the findings generally support the view that dynamic and operational capabilities are complementary rather than substitutive. The two types of capabilities also explain business performance better jointly than in isolation. Several effective capability configurations, associated with high business performance, are identified. The findings paint a detailed picture of the complex interplay between dynamic and operational capabilities, thereby contributing to academic and managerial audiences alike.     

Emerging capital markets: A case study of equity markets in Pakistan

The Pakistan financial system displays all the classic characteristics of an emerging market: market capitalisation amounts to only 5.5% of GNP; less than 0.3% of the population are shareholders, resources mobilised through the capital market are insignificant compared to that through the banking system, and equities account for about 4% of the assets of the financial system.The pricing of both equity and debenture capital is administratively set by the Government. This has resulted in the shares of well-managed companies being issued at below market clearing price. Consequently, new shareholders benefit at the expense of original shareholders. Underwriters are denied any useful function and underwriting commission does not reflect perceived issue risk.There is a paucity of stock of well-run companies. The market also suffers from inadequate information flow and faces some fundamental institutional weaknesses. If the share buying habit is to increase and if savings are to be channelled into financial markets, appropriate mechanisms need to be developed for both broker and investor protection.The views expressed in this paper are those of its authors and do not necessarily represent the opinions of the International Finance Corporation. The information presented here in has been obtained from sources believed to be reliable, but is not guaranteed as to completeness or accuracy.     

A platform approach in solution business: How platform openness can be used to control solution networks

This paper explores how customer solution providers leverage digital platform architectures and particularly platform openness to exert control over complex organizational networks. A multiple case-study approach studies three companies with digital platforms that orchestrate solution networks in the LED and ICT industries. Our findings show that the features of product modules (core or peripheral), service modules (relationship intensity and customization), and knowledge modules (explicit, tacit and codified) have differential influence on the levels of platform openness. By managing platform openness of different subsystems accordingly, the solution providers can achieve different control benefits, including ensuring module quality, increasing offering variety, reducing dependence on module providers, and facilitating resource sharing. We contribute to the literature on solution business by reconceptualising the platform approach from a two-level perspective. We also deepen the field's understanding of the role of digital platforms in solution business from an architectural perspective.     

Network effects in mobile telecommunications markets: A comparative analysis of consumers' preferences in five Latin American countries

It has been shown that the presence of demand-side externalities can induce the market to benefit the largest firms in terms of market share, usually named as network effect by the theoretical literature. On the one hand, macro-level approach in the empirical literature of network effects commonly use the assumption that a network's overall size matters more to consumers' decisions (global network effects). On the other hand, micro-level studies have suggested that social networks are more relevant to consumers' choices than the overall network size (local network effects). Based on microdata from five Latin American countries, we compare the choice of a particular operator over choosing the largest operator by individual consumers. Our research shows that country-level network size is one among a set factors that determine consumers' choices of mobile operators, once individual and operators' country presence heterogeneity are considered. We find that consumers' local network decisions are important for the choice of operator in the majority of cases considered, and that this result is conditional on the chosen operator's market share. Furthermore, network characteristics and consumer preferences, such as coverage, tariffs, and network importance also affect the choice of mobile network for the Latin American context.     

Perceptions of products made in Japan versus those made in the United States among Japanese and American executives: A longitudinal perspective

This research reports on a longitudinal survey approach in which American and Japanese executives were queried regarding their perceptions of products made in the United States and Japan over a period of 15 years. Three surveys were conducted by mail in the United States using home country executives in 1977, 1991 and 1992. One survey was conducted in Japan in 1992 using Japanese executives and is compared to the findings of Nagashima (1977). Results show that over the past 15 years, the image of American goods has been declining both in the United States and Japan, whereas that of Japanese goods has been improving. These results offer an alternative product image/attribute-based perspective as an explanation of the United States trade deficit with Japan. Over the past year, survey results also reveal that the image of Japanese goods in the United States has suffered. This finding suggests that the image of a country's products is changeable, surprisingly even in a short period of time.     

Entry mode and equity level: A multilevel examination of foreign direct investment ownership structure

Over the last two decades, strategy researchers have sought to understand the ownership structure of firms' foreign direct investments (FDI) as reflected in entry mode and equity level. However, prior FDI research has ignored the interrelated nature of these key FDI decisions. In addition, prior research does not fully account for the fact that individual ownership structure decisions occur within the context of a firm's broader FDI portfolio, and thus reflect a wide and frequently unobserved range of parent firm and host nation effects. Our research seeks to address both of these limitations. Using a rich dataset of 4,459 subsidiaries established by 858 Japanese firms across 38 countries over a 9‐year period, we specify a conditional bivariate, cross‐classified multilevel model of FDI ownership structure. Our model enables the joint estimation of entry mode and equity level, accounts for the portfolio nature of FDI, and compares the relative predictive power of transaction cost‐ and experience‐based explanatory variables across both facets of ownership structure. Copyright © 2007 John Wiley & Sons, Ltd.     

Consumer valuation of information about food safety achieved using biotechnology: Evidence from new potato products

This study focuses on the role of food labels and information for affecting consumers’ valuation of food safety achieved through application of biotechnological (biotech) methods. In 2002, potato products cooked to a high temperature were first reported to contain the human carcinogen acrylamide. Research discoveries using genetic engineering can substantially reduce carcinogenic-forming potential, and thereby increase food safety of potato products. Adult consumers from three distant regions of the U.S. were the subjects in lab auctions of potato products. They engaged in distinct rounds of bidding, first without packaged information and again after receiving information about the food safety risks and benefits of new biotech potato products. The study finds that willingness-to-pay (WTP) for these new potato products are not significantly different from conventional potato products under no information. However, exposure to a scientific perspective and scientific plus industry perspectives increases participants’ willingness-to-pay for the new potato products and reduces willingness-to-pay for conventional products. Exposure to the negative perspective on the new technology significantly reduces willingness-to-pay. Consumer valuation of the new potato products is affected by food labels, information, and consumer attributes. A consumer information program could be needed to gain consumer acceptance of these potato products or other foods that have been genetically modified to increase certain food safety dimensions.