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.     

Sino–LAC Ties: Trade Relationships,Trade Potentials,and Asymmetric Dependency

Previous studies have emphasized the asymmetry in the Sino–LAC (Latin America and the Caribbean) partnership, solely based on their trade exchanges. This article extends the boundaries of understanding structural asymmetries in the Sino–LAC trade, by considering unequal opportunities in this partnership. The latter is accounted for by deriving two-way export potentials from the Sino–LAC partnership. On average, the gravity of LAC’s trade promise with China appears to lie in continuing to grow the level of exports in agriculture. The export potentials observed for LAC to China, instead of China to LAC, not only imply untapped possibilities for the former relative to the latter connection, but indicate their disparate opportunities for further integration.     

Organizational adaptation to disruptions in the natural environment: The case of climate change

Dynamic and intensified changes in the global ecosystem result in significant disruptions to the natural environment. One of the most prominent examples of this is climate change and the resulting natural disasters. As firms are embedded within the natural environment, they need to adapt to any environmental disruptions that transpire. Using Swiss and Austrian electric utilities as case studies, this paper empirically explores the underlying organizational capabilities necessary to enable adaptation to climate-related disruptions to a firm's resource supply, production processes, and product distribution. Through a case- and literature-based iterative process of analytical induction, three organizational capabilities are derived: climate knowledge absorption as an essential information generating and internalizing capability, climate-related operational flexibility as a short-term adjustment capability, and strategic climate integration as a long-term, innovation-focused capability.     

Moral Opinions are Conditional on the Behavior of Others

In social dilemmas individual behavior creates external effects on others. In such situations, a person's opinions concerning right and wrong might influence his behavior. Understanding moral opinions therefore is important. This paper reports on an experiment which shows that moral opinions are conditional on the behavior of others. This is demonstrated by the finding that a large majority of subjects in a public good game experiment report personal normative beliefs that increase with the actual contributions made by group members. This finding is important for the design of policies attempting to sustain public good provisions.     

TIC y crecimiento de la productividad del trabajo en el África Subsahariana

Se investigan los efectos de las TIC en la productividad del trabajo en 43 países subsaharianos. Se observa que el desarrollo de la telefonía fija y móvil celular estimula el crecimiento de la productividad en forma de retornos crecientes, lo cual confirma la presencia de efectos de red: cuando se duplica la tasa de penetración de la telefonía fija y de la móvil, el crecimiento de la productividad del trabajo aumenta en alrededor de 0,12–0,15 por ciento y 0,05 por ciento, respectivamente. La inclusión financiera aparece como uno de los posibles vectores de los efectos de la telefonía móvil en la productividad en los países estudiados.     

Improving the accuracy of outlook price forecasts

This study investigates the predictive ability of outlook hog price forecasts released by Iowa State University relative to alternative time‐series and market forecasts. Under root mean squared error (RMSE), the futures market forecast is most accurate at the first and second horizon but less accurate than Iowa outlook and the other forecast methods at the third horizon. In terms of the individual time‐series models, some vector autoregressions (VARs) and Bayesian VARs flexible in specification and estimation and model averaging tend to perform better than Iowa outlook forecasts. Evidence from encompassing tests, more stringent tests of forecast performance, indicates that many price forecasts can add incremental information to the Iowa forecast. Simple combinations of these models and outlook forecasts are able to reduce forecast errors by economically significant levels. Overall, the results indicate that it is possible to provide more accurate forecasts than Iowa outlook at every horizon.     

Embedding environment and sustainability into corporate financial decision-making

The business case for sustainability can be built upon: (i) cost reduction from efficient resource utilisation, (ii) revenue enhancement, (iii) risk management, and (iv) intangible assets. However, executives often adopt a short-term perspective owing to executive compensation, investor pressure, and decision-making criteria tied to fixed financial reporting systems. We propose an integrated conceptual framework, which highlights how firms could embed environment and sustainability into their long-term financial decision-making framework. To give this goal structure, the firm could adopt: (i) longer-term executive compensation plans, (ii) longer-term financial reporting, and (iii) flexible financial decision-making models which embed intangibles.     

Reorganization of Intra‐ASEAN 5 Trade Flows: The ‘China Factor’*

There are claims that China's influence on ASEAN is direct in that she has encouraged more exports to flow into her huge markets and changed trade flows among member countries. Demand and supply are thus deemed to have become more China‐centered. This study therefore explores the plausibility of China as a ‘factor’ that influences bilateral intra‐ASEAN 5 trade flows through demand (exporting country) and supply (importing country). The results imply that China's integration in the region increases the size of the key ASEAN member economies export market. There is also no indication that import sourcing from China by ASEAN 5 countries reduces export expansion within the latter. The results accord with the fact that although China has become an important export destination and an import source for individual ASEAN 5 countries, this has not reduced intra‐ASEAN 5 trade.