Corporate rebranding: effects of corporate visual identity changes on employees and consumers

Many organizations invest periodically in a new corporate visual identity (CVI). This study investigates the main effects of CVI changes in four organizations, taking into account three independent variables: stakeholder type (employees vs. consumers), the specific organization, and communication about the CVI change. The results show that CVI changes had positive effects on CVI appreciation and identity/image. However, the effects were different for employees and consumers and differed between specific organizations. Furthermore, adequate communication about the new CVI appeared to be important for people’s appreciation of the CVI. The implications of these findings are discussed.     

Food or ‘virtual’ food? The construction of children's food in a global economy

This paper explores the pattern of change and development in the marketization and reconstitution of food products for children. It is in the past few decades that global corporations’ search for new markets has come to focus intensely on children. In the eyes of global corporations, children are a huge, multibillion dollar market. Childhood may be understood as a social construction but its form is historically specific. At present, the market is defining and reconstituting cultural meanings of childhood without being contested by other significant groups in society. The paper goes on to explore how transnational corporations have transformed the production and marketing of food. The paper discusses the food risks and the challenges faced by the fast food industry which specifically targets children. The reconstitution and the rebranding of popular children's food is producing ‘virtual’ food rather than real food. We live in an era where childhood offers untold opportunities in the northern hemisphere. However, the global market has come to dominate and define the social construction of childhood. Other cultural forms of identity outside of consumerism are not making the same impression. The food risks associated with the global processing of food and the health risks that have been linked to these new food forms ultimately has consequences not only for children but for society as a whole.     

Decline and turnaround: a literature review and proposed research agenda for the hotel sector

Tourism systems are composed of an inter-related and inter-dependent set of individual businesses, organisations and servicescapes. The hospitality industry, and more specifically the hotel sector, comprises many businesses that contribute significantly to the tourism system. Yet, the industry is renowned for business failures and poor financial returns. Increasing competition, globalisation, technology, social change and internal weaknesses are some of the reasons why tourism and hospitality businesses fail or perform significantly below expectations. When in a state of decline or poor performance, many businesses attempt a ‘turnaround’. Declining performance can have wide-ranging impacts not only on hotel businesses directly, but also upon those communities where local economies rely on tourism for jobs and economic prosperity. Consequently, an improved understanding of the processes of declining performance and turnarounds is particularly important to both researchers and practitioners. However, there has been limited research focused on turnarounds in the tourism industry, in general, and in the hotel industry, in particular. In this study we assess the literature on decline and turnarounds and propose an agenda for future research that will enhance our knowledge and inform ongoing debate on the process and impact of turnarounds in the hotel industry.