What and how to communicate about a corporate brand with the consumers: An exploratory study

The present exploratory study investigates the differential impact of various relevant corporate brand associations on consumers' cognitive (product attitude and purchase intention) and affective responses (affective corporate commitment) in the three sectors, namely durables, services and fast moving consumer goods. The findings reveal that corporate brand associations can be categorised into two categories – universal associations, which are influential in all the sectors, and sector-specific associations, which have a differential effect on consumers in different sectors. Thus, this study reveals that corporate branding is important to consumers in all the sectors, but a single corporate brand story does not work in all the sectors. Further, corporate associations do not always have a positive effect on the consumers; under certain circumstances, these might either have no effect or have a negative effect on the consumers. Finally, there are two routes by which corporate brand associations can influence consumers – by affecting their cognitive responses or by influencing their affective responses towards the company. The recognition of the important corporate brand associations in the three sectors, and the routes (cognitive or affective) through which these associations influence consumer choices would enable marketers to develop more sophisticated corporate communication strategies.     

基于专业社团建设的高职学生职业素养培养研究

高职院校学生专业社团对学生的职业素养养成有积极的意义.文章从高职院校学生专业社团的内涵分析出发,阐释了专业之于学生职业素养的具体意义,指出了当前在专业社团建设中存在问题,并提出应从社团定位、管理机制、专业培育及政策与资源的保障等四个方面加强专业社团的建设.     

Reciprocity,associability and cartelisation: Organisational development of the New Zealand Shipowners’ Federation, 1906–1960s

But for the reciprocity garnered early by the New Zealand Shipowners’ Federation, its organisational life-chances would have been curtailed. Reciprocity-based cooperation sustained the Federation until member bonds gelled and strong membership incentives could be offered. Although the Federation subsequently fixed prices and spawned a shipping cartel, forceful external constraints limited its ability to extract economic rents from shippers and prompted it to enhance member efficiency. While this end state is not uncommon, the Federation's atypical developmental pathway affords two insights. Firstly, reciprocity can function as a ‘starting mechanism’ for industry associations with few selective incentives. Secondly, government regulations can evoke cartel-like behaviour by an association at the same time as they limit its ability to raise prices.     

Book Reviews

Today both Denmark and Sweden are successful fashion exporters due to the re-export of clothing designed in Scandinavia and produced in low-wage countries, while domestic clothing manufacturing has become almost non-existent over the past 20 years. This article compares the strategies of Danish and Swedish trade associations in clothing manufacturing and discusses whether or not the associations encouraged the abandonment of local manufacturing and adoption of global value chains. The analysis is carried out on the basis of interest group theory as developed by Mancur Olson and others, and the findings confirm that interest group influence can entail long-term negative effects, but also that variations in institutional settings are decisive.     

高校社团促进大学生就业力提升的思考——基于苏南部分高校的调查分析

大学生就业难的问题涉及多方面的因素,核心在于大学生的就业力不足。实践证明,通过高校学生社团的建设来提升大学生就业力是解决问题的有效途径。本文以苏南部分高校为例,实地考察大学生的社团参与状况,并完成相关的数据统计分析,最终结合组织行为学理论,探寻出高校社团提升大学生就业力的有效方法。     

高校学生社团会员高流动率问题分析与解决对策

近年来,随着高等教育的发展,高校学生社团得到了迅速的发展,其重要作用和重要地位日益显现出来。但随着学生社团数量不断增多,规模不断扩大,其在建设与管理的过程中也暴露出了不少问题。文章从实证的角度,分析了当前社团会员高流动率问题的成因,并提出了相应的解决对策,具有较强的现实意义。     

Collaborating with Competitors: How Do Small Firm Accounting Associations and Networks Successfully Manage Coopetitive Tensions?*

The “coopetition” paradox exists when two or more organizations are simultaneously involved in cooperative and competitive interactions. In the accounting industry, small firms encounter coopetition when they align themselves with other independent firms to form accounting associations and networks (AANs). AANs are a type of interorganizational relationship (IOR) that provide opportunities for member firms to collaborate by sharing important resources such as expertise, best practices, and manpower. However, member firms also compete in the marketplace for clients and human capital, which incentivizes uncooperative and opportunistic behavior. If managed inadequately, coopetitive tensions can significantly hamper AAN benefits and may lead to IOR failure. Given the considerable longevity of AANs, we interview 42 high‐level accounting professionals to understand AANs' apparent successful management of these tensions. Leveraging coopetition and IOR theory, our analysis suggests that transactional mechanisms (contractual agreements, organizational structure, selection/monitoring processes) and relational mechanisms (trust, social ties, reciprocity) play key roles in encouraging healthy cooperation and competition among member firms. One of our main conclusions is that these mechanisms contribute to AAN success because they are leveraged comprehensively across each IOR life cycle phase, and they are mutually reinforcing, with transactional mechanisms providing the foundation to inspire confidence and encourage the development of relational mechanisms. Our research enriches existing accounting and coopetition literature, provides a new perspective for AANs, and responds to calls to understand key factors of IOR success.     

高职院校学生社团长效育人机制的构建

高职院校学生社团发挥着思想育人、文化育人、实践育人、朋辈育人的功能,其长效育人机制的确立必须坚持主体性原则、发展性原则、科学性原则、整体性原则,并应积极构建管理整合机制、队伍发展机制、评价监督机制、激励保障机制。