Brand-anchored discrete choice experiment (BDCE) vs. direct attribute rating (DAR): An empirical comparison of predictive validity

The image of a brand provides a key driver of brand equity. To build and control a strong brand image though, brand managers require a valid procedure to measure it. This article empirically compares the predictive validity of two measurement techniques to assess brand image: First, a brand-anchored discrete choice experiment (BDCE) which is based on a brand-anchored conjoint approach where brands serve as the levels for any attribute and which was originally introduced as ranting-based approach by Louviere and Johnson Journal of Retailing, 66, 359–382 (1990) and further extended to a BDCE by Eckert et al. International Journal of Research in Marketing, 29, 256–264 (2012). Second, a direct attribute rating (DAR) approach which is commonly used for commercial applications of brand image measurement. An empirical study using a representative sample of the German beer market shows that BDCE shows significantly higher levels of predictive validity (i.e., higher correlations with the actual market shares of the brands under investigation) than the widely used DAR method.     

Multinational enterprises and wage costs: vertical FDI revisited

This study explores how wage costs for high-skilled and less-skilled labor in host countries affect the level of affiliate activities conducted by foreign MNEs. We find support for vertical FDI, in the sense that more FDI is conducted in countries where less-skilled labor is relatively cheap. In addition, we find that skilled-wage cost premia also affect FDI activities previously associated with horizontal FDI, i.e. local affiliate sales. Consequently, the potential effects of relative wage costs on MNE activities are large. Rough calculations suggest that more than 20 percent of US affiliate sales in 1998 can be attributed to skilled-wage cost premia.     

Image feedback effects of brand extensions: Evidence from a longitudinal field study

This paper examines the issue of image feedback effects and potential drivers of these effects by analyzing real-world extensions that have been introduced successfully in the market, using a longitudinal field study. Within the context of typical FMCG extensions, the authors find strong evidence that even for successful extensions, negative image feedback effects can occur, particularly when the perceived quality of the extension fails to meet the quality level of the parent brand. Strong brands tend to be more vulnerable to negative image feedback effects because consumers have a higher reference level for their extensions than for those of weaker brands. The likelihood of negative feedback effects decreases as the level of perceived fit and consumers’ perceptions of the general extendibility of the parent brand increases. But managers cannot, at least in the short run, mitigate negative image feedback effects through increased advertising support. Finally, the findings demonstrate that the feedback effects of a new extension product on parent brand image diminish over time.

The internationalization of Born Globals: An evolutionary process?

Recently, the phenomenon of Born Globals has been highlighted in many articles concerning the internationalization processes of firms. Such firms adopt an international or even global approach right from their birth or very shortly thereafter. Some authors consider this phenomenon as being in strong opposition to the traditional models of internationalization. This is, of course, true if one considers the manifestations of these models, namely the so-called stages model, according to which the firm should internationalize like “rings in the water”, i.e. in a slow and gradual manner with respect to geographical markets, market entry mode and product policy. This article contributes to the field in three ways: it summarizes the empirical evidence reported about Born Globals; it interprets the phenomenon at a deeper theoretical level and offers a new conceptionalization of the research issue; and it generates propositions about the antecendents of as well as the necessary and sufficient conditions for the rise of the phenomenon. In doing so, the conclusion is that Born Globals grow in a way which may be in accordance with evolutionary thinking.     

Linking drinking to injury--causal attribution of injury to alcohol intake among patients in a Swedish emergency room

This study analysed the drinking patterns and motivation to change drinking behaviours among injury patients who acknowledged alcohol as a factor in their injuries. A cross-sectional study was conducted over 18 months at a Swedish emergency department. A total of 1930 injury patients aged 18 - 70 years were enrolled in the study (76.8% completion rate). Of those who reported drinking, 10% acknowledged alcohol as a factor in their injury. A patient was more likely to report a causal attribution of the injury to alcohol the higher the weekly intake and the higher the frequency of heavy episodic drinking. The motivation to change variables showed a similar pattern of increased likelihood of attributing a causal link of alcohol and injury with increasing discontent with drinking behaviours and increasing desire to change drinking behaviours. The findings suggest that the ability to measure causal attribution of alcohol to injuries could be a promising tool to help patients explore the association between their injuries and alcohol use and motivate patients to modify drinking behaviours in order to avoid future injuries.     

Uncovering evidence on community-based injury prevention: A review of programme effectiveness and factors influencing effectiveness

This study examines systematic reviews of community-based injury prevention programmes to obtain an overview of the evidence base on the effectiveness of these programmes and to analyse how effectiveness is measured and the extent to which factors contributing to achieving programme effectiveness are examined in these reviews. Thirteen systematic reviews were found, encompassing a total of 121 programmes. The results reinforced the well-documented point that the evidence regarding the effectiveness of community-based injury prevention programmes is inconsistent. Some of the programmes targeting specific injury categories, e.g. specific injury types and/or age groups, were successful, whilst more broadly targeted programmes demonstrated less convincing results. Effectiveness was predominantly measured as injury rate reductions. Only one of the reviews identified contextual factors that could have impacted on programme effectiveness. To advance the field, researchers and systematic reviews need to include evidence on factors that may explain how the effects were achieved.     

In search of management development in Europe: from self-fulfilling prophecies to organizational competence

This paper gives an overview and a critical analysis of the concept of High Flyer programmes in management development. Based on a discussion of the need for management development in modern knowledge- and service-based organizations, strengths and weaknesses of traditional management development programmes are discussed. In particular, the so-called ‘fast-track’programmes for high-potential employees are presented. This analysis shows that, although management development is supposed to be a vital contributor to organizational competence, learning, and change, High Flyer Programmes are (still) mainly an instrument for individual and personal career development. An alternative interpretation of management development is presented which emphasizes the match between personal growth and organizational learning and which links career, organization development and competitive advantage of the organization. In conclusion, implications for practice and research are discussed.

Quantitative results from the most recent Cranfield Network on European HRM Survey are presented and analysed.     

Toward a theory of entrepreneurial behaviour; empirical evidence from Israel,Italy and Sweden

Translated versions of the Miner Sentence Completion Scale-Form T and of the Differential Attribution Questionnaire were administered to entrepreneurs and to managers, in Israel, Northern and Southern Italy and Sweden. The results of this research yield strong support for a framework that integrates affective and cognitive motivational factors. In particular, it found: (1) that the way entrepreneurs deal with negative outcomes explains their perseverance and affects their self-achievement; (2) a risk-avoidance rather than a risk-taking preference distinguishes them; (3) Self-Achievement; Risk-Avoidance and Personal Innovation appear to be major components of Task Motivation. This research appears to move closer toward a more parsimonious and clearer understanding of the behaviour of the central figure in wealth formation, thus providing a framework for the designing of entrepreneurial development programmes.