The relevance of irrelevance in brand communication

Brand managers strive to achieve an outstanding position in the psyche of the user by differentiating the product and service. In order to do so, brands are now often promoted by communications that focus on a trivial attribute difference. The current study tests both how the use of such an irrelevant attribute affects the perceptions of the consumer and how they rate the brand when the irrelevance of the attribute is previously revealed. The results of a controlled experiment (n = 894) show that the use of irrelevant attributes generally has a positive effect on buying behavior and that this effect is obtained even when the actual irrelevance is previously proven to the consumer. Further, the results are consistent across a variety of outcome variables, including attention, perceived uniqueness, price fairness, attitude toward the brand, and intention to buy the brand. © 2010 Wiley Periodicals, Inc.     

Innovation and competitive advantages from the integration of strategic aspects with social and environmental management in European firms

This paper analyses the nature and details of the association that the integration of social and environmental considerations with corporate strategy has for different competitive advantages and innovation activities at the firm level. Its objective is to answer the question as to whether a positive link exists between integration and the effects of environmental and social performance on these different dimensions of economic performance. The question of the specific form of this relationship is also raised. These questions are analysed using cluster analysis and regression models. Results are presented for four different dimensions of competitive advantage, and for two types of innovation activity. These raise the possibility that the process of integration is more important for bringing about a positive link than a resulting integration type. Copyright © 2007 John Wiley & Sons, Ltd and ERP Environment.     

Marketing and the law

Marketing decisions are particularly vulnerable to legal rulings made in both the courts and the legislatures. The effective management of those legal implications challenges the modern marketing professional. Grasping marketing’s overall legal environment, including its governing case law, regulatory statutes and future trends, is essential. This review will provide analysis of recent court cases and legislation with particular emphasis on creatively assisting the marketer’s management of the legal factor.     

Organisation für Kooperationen — Ansätze für eine erfolgreiche Einbindung des Kooperationsmanagements in das eigene Unternehmen

Kooperationen stellen Unternehmen vor spezifische Herausforderungen. Dabei geht es nicht mehr nur darum zu entscheiden, ob mit externen Partnern zusammengearbeitet werden soll. Aufgrund einer zunehmenden Zahl von Partnerschaften stellt sich vielmehr vielfach die Frage, wie Kooperationen im eigenen Unternehmen erfolgreich begleitet bzw. verankert werden k?nnen. Der vorliegende Beitrag untersucht verschiedene Herausforderungen im Umgang mit Kooperationen und leitet entsprechende Handlungsoptionen für das Marketing-Management ab.     

A Strategic Approach to Financing Public Transport Through Property Values

Traditional sources of finance are becoming inadequate to meet the needs of public transport. This has led to the emergence of a number of local earmarked tax and charging mechanisms, in particular road user charges and tolls. This article examines one group of such mechanisms: charges to property owners and developers, and draws on worldwide examples of the practical use of a number of such schemes. There are a number of practical difficulties with capturing value from property owners and developers, and these are detailed with a commentary on best practice.