Barriers to brand building in UK universities?

• Branding in universities has become an increasingly topical issue with practitioners, with some institutions committing substantial financial resources to branding activities. It has, however, received only limited academic investigation, and as the particular characteristics of the sector present challenges for those seeking to build brands, it seems to be timely and appropriate to investigate potential barriers to branding.
• This exploratory study investigates the opinions of the ‘brand guardians’ of UK universities—Vice Chancellors, Principals and Rectors—on the barriers to successfully building brands and draws conclusions on their views of the key challenges facing successful branding activity in the sector. Implications for practitioners are also explored.

Copyright © 2006 John Wiley & Sons, Ltd.     

Lack of early engagement: a pre‐eminent barrier to Australian university bequest giving?

• Decreased government funding has placed increasing financial pressure on Australian universities. Currently Australian universities receive 6.6% of all donations to nonprofit organisations in Australia while universities in the United States attract 14%. These figures suggest there is considerable room for improvement for Australian universities. Efforts directed towards adding to knowledge of philanthropy to universities in Australia are, therefore, very topical at present. Despite acknowledged differences between the types of literature on gift‐giving it predominately centres on the motivation to donate to nonprofit organisations during an individual's lifetime (in vivo giving) with less focus on bequests. This exploratory study sought to gain insight into barriers to Australian University bequests. Lack of alumni engagement in Australian Universities was identified as a primary bequest barrier. Barriers identified previously in the literature (e.g. communications quality, performance, insensitive marketing) were considered secondary barriers to bequests. The results suggest a long term strategy is needed for Australian Universities seeking to improve donations. Universities need to engage students from the start of their academic tenure in order to be considered for a bequest. This paper proposes a model which highlights the consequences of this lack of early engagement and identifies key points in the academic and post‐academic process where successive challenges increasingly diverge the student from the university's bequest prospects.

Copyright © 2009 John Wiley & Sons, Ltd.     

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 marketing/creativity interface: a case study of a visual artist

• This paper aims to contribute to an understanding of the marketing/creativity interface in the visual arts at the level of the individual artist. Proceeding, broadly speaking, from a constructivist perspective and using a qualitative case study approach, it examines a visual artist's personal construction of her creative and business work. The analysis highlights the significance of emotional, cognitive, spiritual and physical processes for the artist's positioning, process, and products, as well as her difficulties with promotion and pricing issues. It was seen, following Fillis (2004), that, at the level of an individual artist, her work may be not only product-oriented but self-oriented. It therefore behoves artists and their agents to be able to offer appropriately distinguishing promotional accounts of the artist's artistic identity, process and work based on a deep self-reflexive awareness and understanding by the artist of her own creative practice.

Copyright © 2005 John Wiley & Sons, Ltd.     

Building entrepreneurial universities in a specific culture—barriers and opportunities

• Globally universities are facing an increasingly dynamic environment, and many have responded through becoming more entrepreneurial. European and US universities have adopted new governance structures, diversified their funding, changed their organisational structures and adopted an entrepreneurial culture to drive more innovative behaviour. Using multiple case studies, based on semi‐structured interviews, the barriers and opportunities for entrepreneurialism in five UAE universities are identified. UAE universities possess inherent qualities necessary for entrepreneurialism, including steerage, concern for economic surplus plus their performance driven environment allows quick response to the dynamic external environment; however, there are certain areas that require further development such as developing a culture of innovation, incentivising Universities to take risks as well as gaining appropriate support from the State. Based on the results of this work a change agenda has been chartered to further support and develop entrepreneurial universities in the Middle Eastern environment.

Copyright © 2015 John Wiley & Sons, Ltd.     

How UK universities engage with their local communities: a study of employer supported volunteering

• In 2000, the UK Prime Minister pledged that employers should be encouraged to release staff for 1 day a year to undertake volunteering activity. Many and varied programmes are being set up to assist employees to volunteer, whether during work hours or in their own time. This is called employer supported volunteering (ESV). This paper discusses the increasing use of ESV and aims to provide an understanding of the key concepts of this phenomenon. An E‐mail survey was completed of all 122 universities in England, Scotland, Wales and Northern Ireland. University websites linked to volunteering for staff and students were also examined. Responses were received from 65 institutions (a response rate of 53%). This initial research reveals that university commitment to ESV varies across the sector. Many universities support staff volunteering and informally encourage links with the local community through voluntary activity but only seven institutions had developed a formal policy allowing staff time off work to volunteer. From this initial research, three best practice universities have emerged and their activities are discussed. The next stage in this project is to research the areas identified and to explore the extent of volunteering by university staff and staff attitudes to volunteering with a view to provide a full picture of ESV in the UK university sector.

Copyright © 2007 John Wiley & Sons, Ltd.     

Understanding young adult drink‐driving behaviour: a value benefit perspective

• Young adult novice drivers represent a key at‐risk cohort for alcohol‐related road fatalities. Little research has investigated the value perceptions of responsible drivers as compared to their risk‐taking counterparts. Addressing the value‐perception gap, this qualitative research integrates identity theory and value expectancy theory to analyse the hedonic aspects and reward benefits of young adult drink‐driving behaviour.
• The study identified three categories of young adult drink‐drivers: under‐the‐limit, borderline and extreme. Motivation drink‐drive was influenced by perceptions of driving as a right versus a privilege; fear versus fatalistic attitude of drink‐driving consequences and drink‐driving as a connection for escape versus utilitarian activity. Future prevention strategies for at‐risk drink‐drivers must be relevant, convincing and consider the dynamic and changing landscape young adults inhabit.

Copyright © 2007 John Wiley & Sons, Ltd.     

Market orientation: an option for universities to adopt?

• The primary objectives of this exploratory paper are to test the concept of market orientation adapted from related literature in the education context and to examine the effects of market orientation as a second‐order factor on university student satisfaction. The revised scale, validated through exploratory factor analysis and confirmatory factor analysis, constitutes a good fit. Specifically, the new scale is statistically and positively related with student satisfaction, indicating that market orientation is an important factor that leads to higher student satisfaction. The findings show that the degree to which students are satisfied with their choice of university depends significantly on how market oriented the university is. In other words, the effective application of market orientation strategy relates to student satisfaction and to the decisions they make when selecting a university. To that end, market orientation is an option for universities to adopt. The empirical results add to the meager and emerging literature on marketing and branding of universities and will be of interest of university administrators and marketing and branding managers of universities. The paper concludes by discussing conclusions, implications, limitations, and future research.

Copyright © 2015 John Wiley & Sons, Ltd.     

How international nonprofits build brand equity

This paper describes an empirical model of brand equity for international nonprofit organizations and offers nonprofit managers suggestions for the management of their brands. The main areas of interest include:

• A review of the importance of branding for nonprofits, the lack of a brand equity models specifically for nonprofits, and the key differences between for‐profits and nonprofits.
• A proposed nonprofit brand equity model, based on a grounded theory and system dynamics approach.
• A series of specific managerial recommendations, for building nonprofit brand equity.

Copyright © 2008 John Wiley & Sons, Ltd.     

World Economic Prospects

Overview: US acceleration brings a positive start to 2014

• A series of positive data releases in the US has led us to revise upwards our growth forecasts for 2014. We now expect US GDP to rise by over 3% this year, compared to 2.7% forecast a month ago.
• A key factor changing the US outlook is a more confident consumer. In the three months to November, real consumption rose at an annualised pace of 5%, the strongest in four years. This has been partly financed by a reduced saving rate – but the saving rate has been much lower in the recent past and steady employment gains should support both income and consumer sentiment in the year ahead.
• Also supporting growth this year in the US and the broader global economy will be wealth gains. In recent years, global stock prices at the end of a given year have been a reasonable predictor of economic growth in the following year, and global equities were up over 20% on the year at the end of 2013.
• Nevertheless, the global growth outlook remains patchy. An optimistic picture in the US, UK and Japan contrasts with a rather mixed picture the Eurozone – where some economies are still contracting and where there is a risk of deflation.
• The picture is also subdued in the key emergers. In contrast to the developed economies, emerging market stocks are down 10% on the year as higher US yields draw capital away. Weak currencies, inflation and high interest rates are weighing on growth in markets such as India, Brazil and Turkey.
• These factors are likely to wane only slowly as the year proceeds and could even worsen if tapering in the US is faster than expected. A stronger US economy may not fully offset this – the US's strong competitive position could direct more of rising US demand to US products than in previous upturns.
• As a result, we expect emerging growth to firm only modestly this year, to 4.5% from 4.1% in 2013 – well below pre‐crisis levels of around 7%. Global growth too will remain below par at 2.9%, from 2.2% in 2013, but improving to over 3% next year.

     

Corporate giving in the Netherlands 1995-2003: exploring the amounts involved and the motivations for donating

• Corporate giving as an expression of corporate social responsibility (CSR) has been researched less than the more general theme of CSR. In addition, much of the research in this area focuses on countries with an Anglo cultural tradition.
• The study outlined in this paper offers a comprehensive longitudinal study of corporate giving in the Netherlands. An overview is provided of corporate giving in the Netherlands in the period from 1995 till 2003.
• The data are gathered by means of a biennial survey of Dutch companies as part of the ‘Giving in the Netherlands’ project. Based on these findings, recent developments in corporate giving can be sketched out.
• Moreover, literature on motives for corporate giving behavior is focused upon and applied in exploring Dutch managers' motivations for offering donations. Nonprofit organizations could use this knowledge to increase the efficiency of their fund raising.

Copyright © 2006 John Wiley & Sons, Ltd.     

World Economic Prospects

Overview: Global upswing delayed

• This month sees our global GDP growth forecast for 2015 revised down to 2.7%, implying no improvement from 2014. At the start of the year, we expected world growth for 2015 at 2.9%.
• A key factor behind the slippage in our global forecast has been a softening of activity in the US. The balance of economic surprises (actual data versus expected) has deteriorated sharply in recent months. As a result, we now expect US growth at 2.7% this year, compared to 3.3% at the start of 2015.
• We are wary of reading too much into the most recent data, as the US and other advanced economies also went through ‘soft patches’ at the starts of both 2013 and 2014, but recovered. Also, the balance of economic surprises for the G10 is only moderately negative – and is strongly positive for the Eurozone.
• One area of concern is sluggish US consumption recently – despite lower oil prices. But with labour market conditions favourable and disposable income growing solidly, we expect this to prove a blip. And the evidence from advanced economies as a whole suggests lower oil prices have boosted consumers.
• There are nevertheless genuine drags on global growth. The strong dollar appears to be weighing on US exports and investment, and curbing profits. It is also damaging growth in some emerging markets through its negative impact on commodity prices and capital flows and via balance sheet effects (raising the burden of dollar‐denominated debt).
• Meanwhile, this month also sees a fresh downgrade to our forecast for China – GDP is now expected to rise 6.6% this year versus 6.8% a month ago. This reflects weakness in a number of key indicators and also the likely impact of a squeeze on local government finances from the property sector slump.
• With the US and China representing a third of global GDP, slower growth there will also tend to retard world trade growth. We continue to expect world GDP growth to reach 3% in 2016, but 2015 now looks like being another year of sub‐par global growth.

     

Pledger modelling: Help the Aged case study

• The recruitment of pledgers (as a proxy for potential legators) to charitable organisations plays a vital role in their continued success, and as a percentage of all fundraising income generated it can represent substantial proportions. However, of all the ‘donation asks’ made of supporters, asking for a legacy is the most difficult. Therefore, it is important that the target audience should be as well researched and highly targeted as possible.
• Help the Aged had reached the stage where decisions need to be made about its future marketing in order to protect longer-term income. The findings of this legacy targeting project were to feed into communication programmes, direct marketing, and the overall legacy marketing strategy.
• The key objective was to identify the best prospects to mail a legacy ask to, across the supporter database, with the likelihood that they are going to pledge as a result.
• It was found that whilst tailored data analysis comes at a price, the average value of a legacy justifies the cost of using sophisticated targeting tools. However, because of the pledge-to-legacy time lapse, there will always be issues with measuring any long-term return on investment (ROI). Nonetheless, pledgers have to be taken on their word for the purpose of testing (and subsequent rollouts). Pledge data should be tested and the outcomes should inform legacy marketing. However, as mentioned above, pledgers necessarily need to be taken on their word and therefore, formulating models based on the type and/or value of pledges is not recommended.

Copyright © 2005 John Wiley & Sons, Ltd.     

An examination of factors impacting athlete alumni donations to their alma mater: a case study of a U.S. university

• It has been suggested that athlete alumni do not give as generously as they could to their alma maters. Athlete alumni may feel they have given enough to their schools by playing sports, and they may feel greater loyalty to their former sports teams than their alma maters. Drawing on social exchange theory, this study investigated whether such attitudes among athlete alumni at a U.S. university were related to lifetime donations. Results indicate:
  • the quality of alumni's athletic experience and the perception that they have already given to their school by playing sports are predictive of giving amount.
  • similar to the general alumni donor, the variables of age, income, and geography were also found to be related to giving level.
• Universities and colleges may need to develop specialized marketing communications programs to mitigate athlete alumni's perceptions of not needing to donate because they competed for their school. Implications for universities and other nonprofit organizations are offered.

Copyright © 2006 John Wiley & Sons, Ltd.     

What managers need to know about knowledge-based pay

KBP is an innovative compensation approach wiyh some important advantages for both workers and management. It is growing in use, but there is still not much information available to guide managers who want to use it. Our research suggests that each KBP implementation is idiosyncratic. At CARCO, each of the several plants using KBP designed its own KBP plan. They had very little information upon which they could draw. Likewise, at CONCO the plant manager and other key executives set out the philosophy and structure of KBP with very little guidance, except some discussion with one manager who had some experience with it. At this time, each application of KBP must be individually worked out with respect to such issues as the method of evaluation for pay advancement, the levels at which pay increases ought to be granted, and ways to provide opportunities for skill advancement. There are other areas that we need to know more about:

• •⊎ Under what conditions should an organizationwide or job-circle KBP approach be implemented?
• •⊎ How does the relationship between the range of skills and the range of pay affect performance and satisfaction?
• •⊎ When job circles are used, what guides should be used for grouping jobs into KBP classes?
• •⊎ How does the size of an organization and the range of task variety relate to KBP plans?
• •⊎ How do organizational and pay system differences affect practices such as rotation and participation?

KBP is an interesting and potentially useful approach to compensation. We have suggested some approaches to these issues in this article, but we all need to know more about it.     

G7 consumption: after the wealth rush

• ? In only one of 12 large advanced economies do we expect consumption to outstrip GDP growth in 2018. As key drivers rotate, the impact of a recovery in real incomes will be dampened by higher oil prices and waning wealth effects .
• ? Policy‐fuelled asset booms sustained the post‐crisis recovery in G7 consumption, though by historical standards the recovery was nothing special. Historically, the G7's average 5‐year recovery from troughs entailed consumption matching GDP growth, but in the five years from 2010 consumption was 0.2 ppt weaker. Its relative strength only picked up from 2015, when boosted by weak oil prices.
• ? Relatively weak G7 consumption growth is likely to continue as key drivers rotate. Strong employment growth and a modest pick‐up in wage inflation will offset waning equity and housing wealth effects.
• ? Near‐term risks are two‐way. An oil‐fuelled inflation surprise could hit consumers, wreck central bank gradualism and reveal balance sheet weaknesses. Currently, however, we see only limited pockets of credit risk and vulnerability to higher rates.
• ? Conversely, there is scope for a credit‐fuelled boost to consumption. G7 household borrowing relative to its trend is arguably close to 40‐year lows, so unless financial deepening has reached a limit, there is scope for increases in borrowing. Furthermore, G7 bank deleveraging could be over, boosting credit supply conditions.
• ? We see two positive longer‐term drivers of the global consumption share: (i) Asian economies will become more consumption‐driven; (ii) Household re‐leveraging offers scope for some debt‐fuelled consumption growth. Offsetting negatives are that demographics, interest rates and asset prices will provide little support

     

Marketing of cultural institutions in French-speaking Switzerland

• Marketing in cultural institutions is a field that has rarely been studied in French-speaking Switzerland so far.
• Therefore this paper explores the way in which visitors-clients appreciate qualitatively their contacts with cultural institutions concerned with the visual arts in comparison with the communication strategy of the curators and directors of museums.
• A survey has been conducted amongst 20 museums and over 200 visitors of French-speaking Switzerland to evaluate the way visitors perceive the marketing of cultural institutions and behave accordingly or not.
• The paper concludes with recommendations to improve the knowledge of the visitors' background and expectations.

Copyright © 2007 John Wiley & Sons, Ltd.     

Over the cliff edge and on to the rocks below

• ? If Brexit negotiations were to break down, the UK would face a significant increase in trade disruption from March 2019, even if it were able to put some basic trading arrangements in place. In a scenario where key sectors face extra friction, we find that the level of UK GDP would be 2.0% – or £16bn in cash terms – lower at the end of 2020 compared with our baseline. The impact on the remaining EU countries, including Ireland, would be much smaller .
• ? This article focuses on what a cliff‐edge Brexit means for trade costs and prices. This is only part of the equation – such a scenario would also influence supply chains and migration, while there is also potential for policymakers to mitigate some of the negative effects via looser policy.
• ? The notion that the UK could simply walk away from Brexit negotiations and rely on WTO rules to trade with the world is deeply flawed. The UK would need to re‐establish more than 750 very complex international arrangements just to maintain the status quo. We expect only the most critical issues – such as air travel – to be resolved by March 2019. Exporters also face a substantial increase in non‐tariff barriers.
• ? A breakdown in talks would also see both sides levying tariffs on imports from each other from March 2019, raising the cost of importing UK goods into the EU by 3.5% and by 3.1% for goods imported into the UK from the EU. For the UK, this will apply to roughly 60% of its goods exports and imports, but for all EU countries except Ireland the share would be less than 10%.
• ? The additional trade frictions would knock around 1pp a year off UK GDP growth in 2019 and 2020, resulting in a period of very weak growth. And the risks to this scenario are skewed to the downside – a slump in confidence or failure to establish the necessary customs infrastructure in time could easily generate a worse outcome

     

World Economic Prospects

Overview: Are we entering another global ‘soft patch’?

• Global growth has tended to hit ‘soft patches’ at the start of recent years and some indicators are again pointing in that direction at present.
• In the US, we expect GDP growth at around 2% annualised in Q1 based on recent indicators which have included subdued jobs growth and some slowdown in housing.
• Meanwhile, the latest readings for the export orders components of key manufacturing surveys – which are good predictors of world trade growth – suggest some pullback after a modest upturn in the final months of 2013. Trade growth remains especially subdued in Asia, including Japan and China.
• The crisis in Ukraine also poses some downside risks, should it escalate further – in particular the danger of a sharp rise in European gas prices which could harm the still fragile Eurozone economy.
• Overall, we regard most of these factors as temporary and continue to forecast a strengthening global economy over the coming 18 months. US data at the start of this year have been partly dampened by climatic factors, while underlying domestic demand growth in Japan remains robust and the Eurozone outlook has continued to improve slowly.
• As a result, our world GDP growth forecasts are little changed from last month, at 2.8% for 2014 and 3.2% for 2015.
• This forecast is partly underpinned by a renewed pickup in world trade. But there are some risks to this assumption, including the possibility that emerging market countries will have to rapidly improve their current account positions due to the more restrictive external financing conditions associated with US tapering.
• Such an adjustment could put a significant dent in our forecast for world trade growth. For ten large emergers, shifting current account balances to our estimates of their sustainable levels would mean an adjustment of around US$280 billion – around 40% of the increment to world trade that we forecast for 2014.

     

The international volunteering market: market segments and competitive relations

• The number of nonprofit and social agencies relying on the help of volunteers has grown enormously in recent decades. This has lead to increased competition between these organisations for the limited resources available, and the growing adoption of what have traditionally been considered ‘commercial’ business techniques such as marketing. There have been calls for greater and more sophisticated use of ‘tried and tested’ marketing concepts such as competition, segmentation and positioning to help volunteering organisations manage this pressure effectively. This study shines the spotlight on individuals who volunteer for multiple types of organisations in an effort to determine which organisations are competing for the same volunteers. More specifically:
• Factor analyses are computed and four segments of volunteers are identified: ‘altruists’, ‘leisure volunteers’, ‘political volunteers’ and ‘church volunteers’;
• Positioning maps are constructed to illustrate the proximity of each organisation type in relation to key competitors; and
• Detailed profiles are provided for each segment to provide insight into the nature of the groupings.

Copyright © 2006 John Wiley & Sons, Ltd.