Building pragmatist theories of PM practice: Theorizing the act of project management

This article examines project management through the lens of practice. Drawing on the literature, we develop a typological model that brings together four distinct theoretical types of project management practice. Adopting a deliberately critical perspective, we show that the first three types propose a weak conception of the logical relationship between the theory and practice of project management. In contrast, the fourth type, anchored in a pragmatist conception of the theory‐practice link, provides the potential to build strong theories of project management practice. A specific objective is to elucidate the distinct features of the fourth type of theory.     

Testing the impact of a promotional video on destination image change: application of China as a tourism destination

This study empirically examines the potential effects of a promotional video on the image change of China as a travel destination. The analysis is based on an experimental study conducted among young, international short‐term employees in the USA. Despite positive changes in almost all the destination attributes as a result of watching the promotional video, the structure of the image constructs remains fairly stable, providing critical insights on the potential role of publicity campaigns in affecting destination images. Results of the study reveal that China's image consists of mixed and often contrasting representations, especially the polarity of modernisation and progress versus nature and history. It was found that the dominant factor affecting the respondents' behavioural intentions was the cultural and nature tourism dimension. Although other image dimensions exhibit influence as well, findings of this study suggest that perceived value should be a strategic focus in promoting China as a desirable travel destination, in addition to culture and nature tourism. This paper ends with conclusions and implications for both research on destination image and destination marketing in China. Copyright © 2009 John Wiley & Sons, Ltd.     

NPO branding: preliminary lessons from major players

• Are nonprofits (NPOs) exhibiting the brand orientation believed to be critical to successful outcomes? To answer this question, we investigate the brand orientation and brand management of the Young Men's Christian Association (YMCA), American Red Cross (ARC), and The Salvation Army to assess the implementation of brand concepts in two different locations within the USA compared to each agency's central body. Despite the support of some propositions, there exists inconsistent evidence of strong brand management in the organizations studied. The variation of brand visuals, missions, and taglines indicates that good structure, policy, and guidelines are not enough. There must be true brand orientation, which includes oversight of consistent application of all brand constructs to achieve organizational goals. This study provides a framework upon which future in‐depth empirical research may be based. The authors outline these next steps as a foundation for enhancing the study and practice of brand management in NPOs.

Copyright © 2009 John Wiley & Sons, Ltd.     

In Good Company: When Small and Medium‐Sized Enterprises Acquire Multiplex Knowledge from Key Commercial Partners

This study explores the specific conditions under which key strategic alliances of small and medium‐sized enterprises (SMEs) with commercial partners can become multiplex in knowledge exchange. Using survey data from a sample of 150 Spanish SMEs in the information and communication technology (ICT) industry, we find that trust creates an appropriate context for the concurrent acquisition of technological, market, and managerial knowledge. When the SME and its key commercial partner exhibit significant strategic, technological, and market differences, however, the SME's ability to acquire different types of knowledge diminishes considerably, reducing the positive impact of trust on knowledge multiplexity.     

Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory

Co-branded advertising, where advertisements feature two partnered brands from different categories, should ideally benefit both brands. We test this assertion by studying the effect of featuring a second brand in advertisements on ad and brand name memorability, and the role of category context on which brand is recalled. Our test covers online display advertisements for consumer-packaged brands paired with charity and retailer brands in three markets (USA, UK, and Australia). Independent sample comparisons across 54 brand pairs show that advertising two brands has a neutral effect on ad memorability and negative effect on brand memorability. Furthermore, the advertisement’s category context determines which of the brands is recalled. Our findings support a competitive interference theory of dual-brand processing, whereby the two brands compete for attention resources. The results have implications for the return on investment from advertising expenditure, which will vary substantively depending on whether the costs of advertising are shared or borne by one brand in the pair.     

Export intensity of foreign subsidiaries of multinational enterprises: The role of trade finance availability

We examine the relationship between the role of trade finance availability and the export intensity of foreign subsidiaries of multinational enterprises (MNEs). In developing our hypotheses, we draw upon insights derived from “new” internalisation theory (international business literature) and international trade finance (international economics literature). We empirically test these hypotheses using survey data compiled from subsidiary managers in six ASEAN countries, supplemented with host-country level data. We conceptualise, empirically test, and establish that the subsidiary-level capability in combining and utilising internal and external debts is an important subsidiary-specific advantage to support export intensity. We find that subsidiaries employ intra-firm loans from MNE internal capital markets and, to some extent, bank loans from external financial institutions to boost their export intensity. Subsidiaries may have concerns about foreign exchange risks, but the use of appropriate foreign exchange risk management is positively associated with export intensity. We discuss the implications of our findings for theory and practice.     

An investigation of the corporate identity construct in China: Managerial evidence from the high technology industry

The study develops and extends existing frameworks of corporate identity and investigates what organisations in China perceive as essential components of the corporate identity concept including their dimensions and contents. The study adopted a qualitative approach and the method of research was a case study. Using the soft-laddering approach, and a multidisciplinary categorisation of analyses of corporate literature and websites, a systematic analysis of the corporate identity was carried out. Different from previous studies, the study reveals new dimensions on the basis of the industry practitioners’ views. The context of China has shown to influence a different focus, more significantly around the ‘impression’ that corporate identity can contribute with commercially. It is suggested that new high-tech firms in China may not have enough experience and capacity to engage in a more holistic corporate identity concept provided. The lack of such experience is particularly likely for new firms, which are still in their early stage of development. Implications for management of corporate identity in China are presented along with directions for further research in the marketing communications literature.     

Consumer food safety perceptions and self‐reported practices in Greece

A substantial proportion of foodborne illness is associated with food prepared in households. The primary understanding of how foods are handled in private homes comes mostly from questionnaire based studies and direct observation. The aim of this survey was to examine consumers' perceptions and knowledge of safe food handling practices in Greece. More specifically, their attitudes, opinions and self‐reported practices were studied. Data were collected from a total of 399 consumers living in Greece by the use of a self‐administered on‐line survey. The questionnaire consisted of four positive and five negative statements according to the 5‐point Likert scale, which grouped into three constructions using principal component analysis in order to investigate food safety perceptions of consumers. Furthermore, the survey included 11 demographic questions, two close‐ended questions (type yes/no) and four questions that are related to self‐reported food‐handling practices. The results showed that the most commonly known bacterium causing food‐related illness according to respondents' knowledge is Salmonella (99.7%), followed by Escherichia coli (73.9%) and Listeria (58.4%). The overall consumers' score concerning food safety was 32.8 ± 5.37 (full score was 45). No significant differences to the mean score of food safety knowledge were found according to gender, age or the incidence of foodborne illness over the past 12 months. Knowledge and awareness of safe food handling practices was enhanced at higher education levels, while homemakers were found to have deficiencies at this level. Information obtained from consumers can be used to shape educational programs and determine where food safety educational efforts would be most effective and the needed content of the messages.