The evolving brand logic: a service-dominant logic perspective

The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders’ collectively perceived value-in-use. The authors argue that this new logic parallels and reflects the related, evolving service-dominant (S-D) logic in marketing. They provide an historical account of the branding literature, organize it into eras, and connect it to the evolution in marketing as captured by S-D logic. The analysis provides further support for the S-D logic of marketing and suggests a related research agenda for furthering the understanding of brand and branding. It also suggests that marketing managers might benefit from investing resources in building strong brand relationships with all of their stakeholders and a service-dominant firm philosophy built around brand value co-creation.     

TOWARD BRIDGING THE GAP BETWEEN THEORY AND EMPIRICAL REALITY

Introductory (i.e. first year) undergraduate learners often perceive economics to be remote from reality and overly theoretical, leading to a lack of motivation and enthusiasm to study economics. A general survey of curriculum practice reveals that lecture materials and the pedagogic approach to teaching introductory economics often do not place the current “mainstream” economic theory into its philosophical context. The result being that the learners are unable to bridge the gap between abstract economic theory and empirical reality. This paper argues that research into effective teaching and learning should focus not only on learner characteristics but also on curriculum content and its philosophical underpinnings, in order to research why students hold these negative perceptions. The paper recommends that introductory undergraduate teaching needs to engage in a critical examination, with the learner, of the philosophical underpinnings of “mainstream” economic theory and to introduce debates about the implications of these into the curriculum. This would create exciting new opportunities for teachers and learners to explore the connections between economic theory and social science in general and should come a long way in changing the negative perceptions of introductory undergraduate economics.     

Introduction to symposium: Smallholders in communist and postcommunist societies

The primary contributions of smallholders during the communist and early postcommunist periods have been food production and labour for large farms. Those conditions are changing, however, as modern farms require less labour and food supply may be imported. For most smallholders in Central and Eastern European and former Soviet Union countries, the postcommunist neoliberal environment has not brought significant improvement, and strong arguments can be made that land grabbing, social and economic exclusion, and rural poverty are worse than regime bias during the communist period. Cooperatives, which have empowered smallholders in other parts of the world, have not been as well developed in postcommunist nations.     

Counting the cost: the reserve price scheme for wool 1970‐2001

This paper provides a policy commentary on the collapse in 1991 of the Australian Reserve Price Scheme for wool. A key cause of the collapse in the Scheme was a change in the RPS's governance arrangements, which led to increased political pressures to raise prices to unsustainable levels. In addition, in this paper an estimation has been made of the direct, upfront costs of the operation of the scheme, drawing on the financial accounts of the various agencies operating the RPS and subsequent wool stockpile. This was undertaken to determine the scale of the policy failure.     

Reflections on Private Water Supply: Agency and Equity Issues

In the second of the two articles, the authors reflect on and extend their earlier work by describing recent trends in water privatization, drawing important lessons from cases where privatization efforts have failed, offering suggestions about the way privatized firms can be successfully monitored, and addressing the popular argument that “fairness” demands that water be distributed by public firms at a zero (or heavily subsidized) price.     

Role of quality management capabilities in developing market-based organisational learning capabilities: Case study evidence from four Indian business process outsourcing firms

Business-to-business marketing literature acknowledges the value firms, including business process outsourcing firms, realise through their supplier networks. Such value realisation is often possible through a dynamic exchange of complementary organisational capabilities between a firm and its network partners. However, little is known about how outsourcing firms develop these capabilities and thus realise value. This paper addresses an unexplored theoretical gap of developing market-based organisational learning capabilities in business process outsourcing firms. Using a capabilities lens, this study assesses the impact of quality management capabilities in developing market-based organisational learning capability. Findings from a case study of four business process outsourcing firms in India suggest that effective knowledge transfer, diffusion and the development of market-based organisational learning capabilities are contingent upon the strength of a firm's quality management capabilities. Implications for theory and practice are discussed.     

Unit Root Testing under a Local Break in Trend using Partial Information on the Break Date*

We consider unit root testing allowing for a break in trend when partial information is available regarding the location of the break date. This takes the form of knowledge of a relatively narrow window of data within which the break takes place, should it occur at all. For such circumstances, we suggest employing a union of rejections strategy, which combines a unit root test that allows for a trend break somewhere within the window with a unit root test that makes no allowance for a trend break. Asymptotic and finite sample evidence shows that our suggested strategy works well, provided that, when a break does occur, the partial information is correct. An empirical application to UK interest rate data containing the 1973 ‘oil shock’ is also considered.