THE LEGAL CHALLENGE OF INTEGRATED MARKETING COMMUNICATION (IMC): Integrating Commercial and Political Speech

The application of First Amendment commercial speech doctrine to integrated marketing communication (IMC) demonstrates that the integration of public relations messages with advertising and marketing messages may dilute the constitutional protection afforded corporate speech. This analysis of U.S. Supreme Court precedents shows that by intermingling political expression with commercial expression, a corporation may expand the range of communication that may be defined and regulated as commercial speech. The additional review of a California Supreme Court case that redefined commercial speech to include public relations messages illustrates the potential for heightened regulation of integrated marketing communication.     

Correlates of first‐brand loyalty

A mail survey of British supermarket customers shows that the factor most strongly associated with claimed brand loyalty is household income Brand loyal customers also claim to spend more, are more concerned about quality and less about price, are slightly more store loyal and make more use of large out‐of‐town stores Brand loyalty is also related to age; those aged under 25 years and 65 + years are less loyal

There is little difference between those who are primarily loyal to store brands and those who are primarily loyal to manufacturer brands, and there is little evidence that store patronage is raised by loyalty to store brands     

Measuring the impact of positive and negative word of mouth on brand purchase probability

Using two methods, three measures, and data covering a large number of categories, we present findings on the respondent-assessed impact of positive and negative word of mouth (PWOM, NWOM) on brand purchase probability.For familiar brands, we find that:

1. The impact of PWOM is generally greater than NWOM. The pre-WOM probability of purchase tends to be below 0.5, which gives more latitude for PWOM to increase purchase probability than for NWOM to reduce it.

2. The impact of both PWOM and NWOM is strongly related to the pre-WOM probability of purchase, the strength of expression of the WOM, and whether the WOM is about the respondent's preferred brand.

3. PWOM and NWOM appear to be similar forms of advice-giving behavior, except for their opposed effects on choice.

4. Respondents resist NWOM on brands they are very likely to choose, and resist PWOM on brands they are very unlikely to choose.

In the Discussion section, we show how our methods could be used to construct a word-of-mouth metric.     

When Do Online Consumers Shop in an Offline Store: The Moderating Effects of Product Characteristics

This study serves as an initial attempt to demonstrate empirically how online consumers react to the offline channel extensions (i.e., opening physical stores) of e-tailers. Specifically, we examine how the attributes of offline channels influence consumer intentions to switch to offline channels and how they also lead to incremental demands on online channels. We investigate how these effects vary across highly complex utilitarian and hedonic products. The results of the study indicate that although store openings encourage online consumers to shop there when purchasing highly complex utilitarian products, the addition of offline stores results counterintuitively in incremental patronage of the online channels when consumers shop for highly complex hedonic products. This study validates the guiding role of product characteristics in designing offline channels for e-tailers and suggests that incorporating product type and complexity into the design is likely to contribute to the development of stores tailored to specific consumer segments.     

Meeting the Needs of Global Companies Through Improved International Business Curriculum

The global workplace requires specific knowledge, skills, and abilities on the part of workers. There is a growing body of research indicating a gap between the global industry demand for skills and the higher education system's ability to supply that demand. Leveraging the work from Yu, Guan, Yang, and Chiao (2005 Yu, C. J., Guan, J., Yang, K. and Chiao, Y. 2005. Developing the skills for international business management: The implications of the Management Education Opportunity Grid. Journal of Teaching in International Business, 16(4): 5–26. [Taylor &; Francis Online] , [Google Scholar]) and Prestwich and Ho-Kim (2007 Prestwich, R. and Ho-Kim, T. 2007. Knowledge, skills and abilities of international business majors: What we teach them versus what companies need to know. Journal of Teaching in International Business, 19(1): 29–55. [Taylor &; Francis Online] , [Google Scholar]), this study investigated this gap. The sample included global leaders of Fortune 500 companies. Exploratory in nature, the primary purpose of this study was to understand the needs of global business organizations that form the hiring market for international business graduates. The findings highlight the gap between the topics being taught by educators and the skills actually needed by the target international businesses. This information is relevant to the challenges facing global businesses as well as higher education institutions and provides insights into improvements for the good of both industries and especially the students aiming for careers in global organizations.     

Gender Equity and Social Marketing: An Analysis of Tourism Advertisements

This study applies a social marketing approach to study the gender equity issue in tourism advertising. Using a geographic strata approach, vacation guides of destination marketing organizations from all the states in the United States are examined to investigate gender image representations. A total of 394 pictures are visually analyzed and coded using Goffman's framework on gender and media relations. Mixed results in terms of both blatant and subtle visual cues depicting relationships between men and women are reported. Thereafter, important implications for social marketing are drawn and a means-end quality-of-life framework is suggested.     

Strategies,technologies, and organizational learning for developing organizational innovativeness in emerging economies

Innovativeness is an important organizational capability for competitive advantage sustainability in the dynamic environment of Asia's emerging economies. Drawing upon dynamic capability theory, this study develops a research model of organizational innovativeness development for firms in emerging economies. The proactive strategic orientations reflected by entrepreneurship and technology oriented strategy provide important visions for organizational innovativeness. Further, the utilization of knowledge management systems and organizational learning are identified as intervention processes that translate these strategic orientations into real innovation capability. A survey involving 114 firms operating in China was conducted for hypothesis testing. The empirical results provide strong support and advance the knowledge of organizational innovativeness development for firms in Asia's emerging economies.     

Designing and aligning an HR system

This article reports the results of a study conducted in the wholesale banking arm of a major international financial institution in Ireland. This took a multi‐level perspective in exploring the construction of the HR system at group, divisional and strategic business unit (SBU) levels within the firm. The findings suggest that it is critical to consider the level of analysis in both the construction of theHR system and in its operation at different levels within the multi‐divisional firm. The research found that it is at SBU level that a coherent HR system is most likely to emerge, as at this level appropriate processes can be adopted to implement HR policies, practices and philosophies. However, the negotiations and interpretations of HR practice that dominate traditional divisional/business unit arrangements may be detrimental to theemergence of a coherent HRsystem.     

Going steerage on Ryanair: cultures of migrant air travel between Poland and the UK

One of the most high profile migration movements to the UK in recent years has undoubtedly been that of A8, and mainly Polish, newcomers following the 2004 expansion of the EU. Accompanying, and perhaps fuelling, this increase in mobility has been a substantial rise in low cost air travel provision. The UK Civil Aviation Authority and the Civil Aviation Office of the Republic of Poland statistics testify to the expansion in passenger numbers between Poland and the UK since 2004, with Ryanair being one of the main carriers. Although other modes of transport, such as coach and car travel, are still important, in some senses these Ryanair flights define this new migration. Taking as a starting point that airports and airplanes are social and cultural venues in their own right, and that migration journeys are themselves at the heart of the migration experience, this article uses interviews with Polish migrants in the UK to consider this low cost air travel for migration in more depth. Firstly it briefly charts the increase in air travel between Poland and the UK, considering the narratives of mobility cultures collected with the migrants. Secondly it investigates the collective dimension of travelling for migration on these flights and the tensions which emerge around this collectivity. Finally, it reflects on the wider costs and contexts of low cost shuttle flights as a late capitalist mode of migration transport.