| 1. |
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| 2. |
- Altshuler, Liliya, et al.
(författare)
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Branding Capability of Technology of Technology Born Globals
- 2010
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1479-1803 .- 1350-231X. ; 18:3, s. 212-227
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Tidskriftsartikel (refereegranskat)abstract
- Born globals – young, rapidly internationalising small and medium enterprises – face the signifi cant challenge of building an international brand with scarce resources. In this article, we study international brand strategy and implementation of such fi rms, and defi ne the components of brand value to customers in technology B2B markets, which many born globals operate in. On the basis of the fi ndings, we discuss specifi c branding capability of technology born globals. A longitudinal in-depth case study of a Danish technology born global has been undertaken. The richness of data collected over 2.5 years (25 per cent of the firm's history) allows for the observing of strategies, activities and discussing related organisational capabilities. We fi nd that superior technologies and the founder's strong brand vision are the enabling factors for building an international brand. Continuous technological leadership and focused marketing activities lead to customer pull for building an ingredient B2C brand. In our brand value model for technology B2B markets, tangible performance-, price- and distribution-related components have shown to be of the highest importance. The study provides evidence of the possibility of building an international technology brand based on technological excellence and without expensive marketing communication campaigns.
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| 3. |
- Anselmsson, Johan, et al.
(författare)
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Brand Equity and the Brand Value Chain : What it is and How to Use it in Practice
- 2017. - 1
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Ingår i: Brand Theories : Perspectives on Brands and Branding - Perspectives on Brands and Branding. - 9789144116242 ; , s. 65-81
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- Many brand managers have long since established the desired core values for their brand, but are still not sure whether they differentiate themselves enough from their most daunting competitors, and whether their brand actually helps to boost sales of their products. This chapter describes a basic brand equity framework for understanding how brand management can create customer value and shareholder value. The chapter starts by describing a conceptual framework and ends with four concrete issues and one case to demonstrate how the brand value chain can be used.
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| 4. |
- Anselmsson, Johan, et al.
(författare)
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Loyalty-based Brand Management
- 2017. - 1
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Ingår i: Brand Theories : Perspectives on brands and branding - Perspectives on brands and branding. - 9789144116242 ; , s. 83-105
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- As was the case with brand management, the loyalty and relationship perspective first appeared in the 1970s and gained momentum in the 1990s. Loyalty and relationship building are key parts of the dominant brand management models, and in many models, loyalty is the goal of brand building and the ultimate sign of a strong brand. In addition, a customer that is loyal to the brand not only repurchases the same product, but also purchases other or new products launched under the same brand. This chapter highlights the loyalty aspect in some of the most-cited brand management and brand equity models; furthermore, it describes a normative framework for how to build true loyalty to a brand.
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| 5. |
- Bertilsson, Jon, et al.
(författare)
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Consumer-brand Relationships
- 2017. - 1
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Ingår i: Brand Theories : Perspectives on Brands and Branding - Perspectives on Brands and Branding. - 9789144116242 ; , s. 165-184
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Bokkapitel (övrigt vetenskapligt/konstnärligt)
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| 6. |
- Biedenbach, Galina, et al.
(författare)
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B2B brand equity : investigating the effects of human capital and relational trust
- 2019
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Ingår i: Journal of business & industrial marketing. - 0885-8624 .- 2052-1189. ; 34:1, s. 1-11
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this study is to investigate the effects of human capital and relational trust on business-to-business (B2B) brand equity.Design/methodology/approach: Data collection was conducted among the clients of one of the Big Four auditing firms in Sweden. Structural equation modeling was used to test the hypothesized effects.Findings: The results demonstrate positive effects of human capital and relational trust on the core dimensions of brand equity. In the context of the professional services, human capital was found to have a stronger direct impact than relational trust on brand associations, perceived quality and brand loyalty.Practical implications: The study provides practical recommendations for marketing managers on how to consider the nature of B2B brand equity and its determinants in developing successful branding strategies. The findings indicate that although relational trust has a positive impact on brand equity, it draws on the clients’ positive perceptions of the service providers’ human capital. Thus, investments that generate positive perceptions of a service provider’s human capital will strengthen its competitive position. Leading to the creation of relational trust and having a strong impact on the dimensions of brand equity, human capital is a strategic asset that needs careful management.Originality/value: The study advances extant knowledge on B2B brand equity by examining contextual conditions and factors that are critical for building strong brands in industrial markets. The study demonstrates that clients’ perceptions about the knowledge, skills and abilities of service providers are more important than relational trust for enhancing B2B brand equity.
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| 7. |
- Biedenbach, Galina, et al.
(författare)
-
Dynamic nature of B2B brand equity: Investigating the mediating effects of brand relationships
- 2017
-
Ingår i: Conference Proceedings of the 12th Global Brand Conference of the Academy of Marketing. - Kalmar : Linnaeus Univeristy. - 9789188357694 ; , s. 85-93
-
Konferensbidrag (refereegranskat)abstract
- The main purpose of this study is to investigate the mediating effects of brand relationships in the dynamic process of B2B brand equity development. The study considers the mediating effects of relational factors and their significance for enhancing brand equity in industrial settings. The findings of this study confirm the importance of brand relationships established between service providers and their clients in the B2B context. More specifically, the study demonstrates the significant mediating effects of customer perceptions about human capital and established relational trust on B2B brand equity. The existence of significant effects between the dimensions of brand equity, human capital, and relational trust confirms the relevance of considering these factors in the dynamic process of brand equity development.
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| 8. |
- Biedenbach, Galina, et al.
(författare)
-
Employee-based brand equity and performance of self-service technologies: Examining the impact of individual and organizational resilience
- 2019
-
Konferensbidrag (refereegranskat)abstract
- The purpose of this study is to examine the impact of individual and organizational resilience on perceptions of employees about the performance of self-service technologies (SSTs) and determinants of employee-based brand equity in a retailing context. The data was collected by distributing an online survey among employees of grocery stores and chains in Sweden, who were members of a panel of one large marketing research organization. The data was analyzed by using structural equation modeling. The findings advance research on internal branding by demonstrating the relevance of considering individual and organizational resilience, as well as perceptions of employees about technological innovations, such as SSTs, in the development and implementation of internal branding strategies. The study contributes to research and managerial practice by adopting an employee perspective and examining the impact of employees’ perceptions about technological innovations and resilience, which are found to be critical for enhancing employee-based brand equity.
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| 9. |
- Biedenbach, Galina, et al.
(författare)
-
Internal brand citizenship in omni-channel retailing: Investigating the impact of self-service technologies
- 2018
-
Konferensbidrag (refereegranskat)abstract
- The main purpose of this study is to investigate the impact of internal branding and self-service technologies on work meaningfulness and internal brand commitment in the context of omni-channel retailing. The findings confirm significant positive effects between the factors of internal brand citizenship.The study demonstrates significant effects of employees’ perceptions about self-service technologies and customers on work meaningfulness and internal brand commitment. The study advances the current state of knowledge on internal branding and retailing by investigating the effects of technological innovations on internal brand citizenship. The study contributes to managerial practice by providing practical recommendations on how companies can effectively use self-service technologies to enhance employees’ work meaningfulness and internal brand commitment, as well as to increase the value of the corporate brand and employer attractiveness.
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| 10. |
- Biedenbach, Galina, et al.
(författare)
-
Organizational resilience and internal branding: investigating the effects triggered by self-service technology
- 2022
-
Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1479-1803 .- 1350-231X. ; 29:4, s. 420-433
-
Tidskriftsartikel (refereegranskat)abstract
- The majority of studies on internal brand equity examine its various dimensions and relationships between them. While prior research specifes organizational practices relevant for successful internal branding, the insights about the impact of essential organizational factors on internal brand equity are still limited. This study focuses on organizational resilience that is vital for the existence of organizations not only during a crisis, but also during everyday operations. The main purpose of this study is to investigate the impact of organizational resilience on internal brand equity considering the efects triggered by self-service technology (SST) in retailing. Since retailing had been signifcantly transformed by technological innovations over the past decade, we explore the efects of employees’ perceptions about performance of SST. The results of a survey conducted among retail employees in Sweden demonstrate that organizational resilience and employees’ perceptions about technological innovations are critical for enhancing internal brand equity, which includes brand orientation, internal brand knowledge, internal brand involvement, and internal brand commitment.
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| 11. |
-
Brand Theories : Perspectives on Brands and Branding
- 2017. - 1
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Samlingsverk (redaktörskap) (övrigt vetenskapligt/konstnärligt)abstract
- Brand Theories offers a multifaceted understanding of brands and branding. The purpose of the book is to provide the reader with a more advanced knowledge, by treating brands and branding from three differrent perspectives: a brand management perspective, a consumer perspective, and a critical perspective.By allow readers to shift perspectives, the book offers the unique opportunity to analyze and understand brand phenomena/branding practices from several angles at the same time. It thereby encourages a more reflective and nuanced approach, compared to many traditional brand management text books. Brand Theories primarily targets Bachelor and master students in marketing, but would also be most interesting and useful to marketing and branding practitioners.
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| 12. |
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| 13. |
- Elg, Ulf, et al.
(författare)
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IKEA: Entering Russia
- 2014
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Ingår i: International Marketing 4th edition. ; , s. 529-533
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Bokkapitel (populärvet., debatt m.m.)
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| 14. |
- Elg, Ulf, et al.
(författare)
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IKEA: Entering Russia
- 2010. - 3
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Ingår i: International Marketing. ; , s. 584-587
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Bokkapitel (refereegranskat)
|
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| 15. |
- Elg, Ulf, et al.
(författare)
-
IKEA: Expanding in Russia
- 2022. - 5
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Ingår i: International Marketing. ; , s. 515-520
-
Bokkapitel (refereegranskat)
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| 16. |
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| 17. |
- Elg, Ulf, et al.
(författare)
-
Market-driving strategy implementation through global supplier relationships
- 2012
-
Ingår i: Industrial Marketing Management. - : Elsevier BV. - 0019-8501. ; 41:6, s. 919-928
-
Tidskriftsartikel (refereegranskat)abstract
- The global supplier network is becoming an increasingly important asset for many firms. If successfully managed, supplier relationships may support the firm's strategic orientation and become a sustainable advantage on the global market. A key question is thus how the firm can develop and maintain such relationships. The market-driving strategy has recently been advanced as a more pro-active type of market orientation that aims to reconfigure the supply chain, change the nature of competition and the values of the customers. We especially investigate how market-driving firms can develop their supplier relationships so that they actively support this strategy. We present a set of propositions that specify factors critical for the development of the market-driving firm's supplier relationships and develop a theoretical framework that specifies how these different factors interact in order to strengthen the market-driving orientation of a supplier relationship. The results are generated from an in-depth case study of IKEA's corporate supplier strategy and of supplier relationships in the Russian and Polish markets. (C) 2011 Elsevier Inc. All rights reserved.
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| 18. |
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| 19. |
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| 20. |
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| 21. |
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| 22. |
- Elg, Ulf, et al.
(författare)
-
The Role of Networks and Matching in Market Entry to Emerging Retail Markets
- 2008
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Ingår i: International Marketing Review. - : Emerald. - 0265-1335. ; 25:6, s. 674-699
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose is to investigate how a retailer identifies critical network actors and gains their support when entering an emerging market. and to examine the role of a firm's relationships with different types of actors on the new market. Design/methodology/approach - The study is of an exploratory nature, and based on an inductive and qualitative research method. A case study of IKEA's entry into Russia and China was conducted. Findings - It is argued that IKEA's entry into China and Russia was successful because of its dynamic utilization of matching and networking capabilities. The study explains how the support of relationships with, for example, political actors, interest groups and media supported the entry and the development of a positive consumer image. Research limitations/implications - This is a qualitative, in depth study and future research is needed in order to test the generalizability of the proposed framework and models. Practical implications - The paper shows how retail managers can generate the support of different types of actors and relationships when entering new markets. Originality/value - Traditionally consumer product firms' entry to new markets is regarded as a function of dealing with environmental, cultural and legal differences, and adapting products and strategies accordingly. This paper extends understanding by showing that matching and networking capabilities to mobilize resources, actors and activities on global, macro and micro levels are also critical components. It also relates the firm's business relationships with relationships to socio-political actors on the new market.
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| 23. |
- Ghauri, Pervez N., et al.
(författare)
-
Market driving multinationals and their global sourcing network
- 2008
-
Ingår i: International Marketing Review. - : Emerald. - 0265-1335. ; 25:5, s. 504-519
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this paper is to explore how a global supplier network can support and contribute to a market driving strategy. Theoretically, the paper contributes by integrating the market driving strategy and the network approach. IKEA is considered one of the leading market driving firms. The paper studies its activities in establishing supplier networks in Russia and Poland. Design/methodology/approach - This is an exploratory study of four suppliers of IKEA in Poland and Russia. Data are collected through 11 in-depth interviews with IKEA's corporate and middle level managers and with managers and technicians from its suppliers in Russia and Poland. Results are drawn through matrix coding techniques and pattern matching. Findings - Findings confirm IKEA's market driving strategy and how it has been able to restructure the market and successfully develop an efficient supplier network as a part of its market driving strategy. Originality/value - Market driving approach has been suggested as a more pro-active form of market orientation. It is characterised by an ability of the firm to shape the market conditions, to influence customers and offer completely new value propositions through its unique business process.
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| 24. |
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| 25. |
- Gustafsson, Clara, et al.
(författare)
-
Cultural Branding
- 2017
-
Ingår i: Brand Theories : Perspectives on brands and branding - Perspectives on brands and branding. - 9789144116242 ; 1, s. 107-126
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Bokkapitel (övrigt vetenskapligt/konstnärligt)
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| 26. |
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| 27. |
- Klasson, Marcus, et al.
(författare)
-
Brand Culture : In Search of Identity
- 2017. - 1
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Ingår i: Brand Theories : Perspectives on Brands and Branding - Perspectives on Brands and Branding. - 9789144116242 ; , s. 203-222
-
Bokkapitel (övrigt vetenskapligt/konstnärligt)
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| 28. |
- Larsson, Rikard, et al.
(författare)
-
International growth through cooperation : Brand-driven strategies, leadership, and career development in Sweden.
- 2003
-
Ingår i: Academy of Management Executive. - 0896-3789. ; 17:1, s. 7-21
-
Tidskriftsartikel (refereegranskat)abstract
- Corporate growth is often viewed as being either internally generated or externally achieved through mergers and acquisitions (M&As). During the last decade, strategic alliances have become an increasingly popular third alternative to either internal or acquired growth. Alliances can be cheaper, more flexible, and faster than internal or M&A growth. However, they suffer from a major drawback that makes many practitioners wary, namely the difficult issue of sharing control. One of the comparative strengths of Swedish corporate culture is the ability to cooperate laterally through sharing control. Several Swedish multinational corporations such as IKEA and H&M have turned this national trait into a successful strategic growth virtue. In this article, we discuss how some important Swedish organizational, leadership, brand, and career characteristics have been combined into a powerful international growth recipe. The Swedish "growth cocktail" of combining brand-driven, forward, internal growth with resource-saving supplier alliances with minimal loss of control can be deployed by other companies of different nationalities. These complementary forward and backward expansion forms can be enhanced through matching the external brand image and internal brand identity. Pluralistic career management is also essential to sustaining such international growth combinations
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| 29. |
- Melén Hånell, Sara, et al.
(författare)
-
MNE innovation in the pursuit of SDGs in emerging markets
- 2024
-
Ingår i: International Marketing Review. - : Emerald Publishing. - 1758-6763 .- 0265-1335. ; 41:7, s. 59-83
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose – The purpose of this study is to examine how different innovation efforts can support multinational enterprises' (MNEs') pursuits of sustainable development goals (SDGs) in emerging markets and under what circumstances they are applied. Design/methodology/approach – The article comprises in-depth case studies on two high-profile Swedish MNEs: a telecom firm and a fast-fashion firm, with data collected both at the headquarter-level and local-market level. Findings – The study shows that MNEs pursue a selection of prioritized SDGs in emerging markets. To overcome challenges related to attaining these goals, we find that MNEs engage in innovation efforts at different levels of commitment. In some instances, they engage in operational innovation aimed at relieving symptoms of sustainability misconduct and ensuring compliance. In other instances, they engage in systemic innovation efforts, which involve the actual market structures underlying sustainability problems. Originality/value – MNEs are increasingly incorporating the United Nations SDGs into their innovation strategies. The study contributes to international business research on MNEs' roles in realizing the SDGs by conceptualizing and discussing two pertinent approaches to innovation.
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| 30. |
- Melén Hånell, Sara, et al.
(författare)
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Multinationals with a Proactive CSR Approach
- 2023
-
Ingår i: Creating a Sustainable Competitive Position. - Leeds : Emerald Group Publishing Limited. - 1876-066X. - 9781804552520 - 9781804552490 - 9781804552513 ; , s. 93-109
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- The increasing pressure for social responsibility and sustainability that multinational enterprises (MNEs) are facing in their global operations represents one important emerging phenomenon within the international business field. In this book chapter, we present an in-depth case study on how a global fashion MNE develops and implements sustainability practices in their operations in an emerging market context. The case study focusses on the MNE’s work related to energy efficiency and renewable energy in the production market of Bangladesh. The purpose of this chapter is to advance the understanding about particular practices pertinent to a proactive approach to corporate social responsibility (CSR). The chapter contributes to ongoing discussions within the international business field on the role of MNEs in driving and implementing sustainability practices. We add an in-depth understanding of the proactive CSR practices undertaken by an MNE, in an emerging market context.
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| 31. |
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| 32. |
- Schaumann, Janina M., et al.
(författare)
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Market shaping MNCs in emerging markets - stakeholder engagement and the role of embeddedness
- 2023
-
Ingår i: Industrial Marketing Management. - 0019-8501. ; 114, s. 64-79
-
Tidskriftsartikel (refereegranskat)abstract
- This study delves into the phenomenon of collective market shaping in the context of multinational corporations (MNCs) in emerging markets. The study examines the firm's engagement activities and the importance of embeddedness in market shaping undeveloped in the literature. Theoretically this study builds on the literature on collective market shaping, stakeholder engagement and stakeholder embeddedness. Based on a secondary data analysis of two in-depth case studies of MNCs in Brazil, India, and China, we have identified four roles of stakeholders reflecting their engagement and embeddedness: missionaries, catalysts, diffusers, and grassroot movers. Our findings show a recursive process involving stakeholders' structural embeddedness, relational embeddedness and their roles in market shaping. By impacting these dynamics via engagement activities, the MNC can deepen the firm's own embeddedness in the local market and facilitate market shaping. We conclude with introducing ‘embedded market shaping’ as a mode of collective market shaping. It describes the gradual embedding of the firm into a local market through a recursive process, which involves stakeholders who are aware of the MNC's market shaping vision and interested in its pursuit, as well as unaware stakeholders who unintentionally support the MNC's vision.
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| 33. |
- Svensson, Peter, et al.
(författare)
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Marketing Megalomania : The Madness of Brand Management
- 2017. - 1
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Ingår i: Brand Theories : Perspectives on Brands and Branding - Perspectives on Brands and Branding. - 9789144116242 ; , s. 265-280
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Bokkapitel (övrigt vetenskapligt/konstnärligt)
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| 34. |
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| 35. |
- Tarnovskaya, Veronika
(författare)
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Corporate brand as a contract with stakeholders – theology or pragmatism?
- 2015
-
Ingår i: Marketing Intelligence and Planning. - 0263-4503. ; 33:6, s. 865-886
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The purpose of this paper is to explore the nature of brand contract in B2B from two perspectives: the theological and pragmatic.Design/methodology/approach – A review of the branding literature challenges the dominant notion of the brand covenant as a firm driven, unilateral promise, referred to as a theological contract. The study adds to this the pragmatic perspective of a social contract, as deployed by the social sciences and IMP literatures. A tentative framework of a dialectical contract is developed through drawing on three cases of Chinese suppliers for the focal firm, IKEA.Findings – First, both types of contract are identified in the firm’s practices. Second, the specific goals and roles of managers and suppliers in each contract are defined. The theological contract is used by managers to strengthen suppliers’ beliefs in the company’s vision and mission, while the pragmatic oneis employed by both parties for the implementation of the brand’s norms and brand equity. Third, a new framework for and the definition of a dual, dialectical brand contract in B2B are developed.Practical implications – Managers are advised to mediate between the theological pledge of their brand and its pragmatic implementation.Originality/value – The paper challenges the dominant theological discourse in extant branding literature and puts forward a dialectical approach as a new proposition.
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| 36. |
- Tarnovskaya, Veronika, et al.
(författare)
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Corporate rebranding failure and brand meanings in the digital environment
- 2018
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Ingår i: Marketing Intelligence & Planning. - : Emerald Group Publishing Limited. - 0263-4503 .- 1758-8049. ; 36:4, s. 455-469
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this paper is to investigate the dynamic process of brand meaning creation by multiple stakeholders during corporate rebranding in the digital environment.Design/methodology/approach - By applying a symbolic interactionist perspective, the case study analyses a failed corporate rebranding of Gap. A variety of narratives by managers, consumers, designers, and marketing professionals were captured by collecting qualitative data on Facebook, Twitter, and professional forums on the internet.Findings - The study demonstrates that the process of brand meaning creation is affected by the complexity of brand meaning negotiation within and between different stakeholder groups. The findings illustrate that the polarisation of brand meanings, in which both antagonistic and supportive forms co-exist, has a determinable impact on the outcome of corporate rebranding.Research limitations/implications - The study analyses one case of corporate rebranding failure with the focus being on the four key stakeholder groups. Future studies could examine multiple cases of successful and failed corporate rebranding, including a broader variety of internal and external stakeholders.Practical implications - Marketing managers should engage multiple stakeholders proactively during the process of brand meaning creation. They are encouraged to learn from antagonistic incidents of brand meaning negotiation as well as to utilise opportunities arising during constructive episodes of brand meaning co-creation.Originality/value - The study contributes to previous research by exploring how the process of brand meaning creation can trigger the collision of brand meanings, which lead to the failure of corporate rebranding.
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| 37. |
- Tarnovskaya, Veronika, et al.
(författare)
-
Drivers or passengers? A taxonomy of multinationals’ approaches to corporate social responsibility implementation in developing markets
- 2022
-
Ingår i: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 39:7, s. 1-24
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this study is to conduct a systematic literature review that illuminates the current state of knowledge regarding the specific approaches by which multinational corporations (MNCs) implement corporate social responsibility (CSR) on the subsidiary level in developing countries. Design/methodology/approach: Even though substantial scholarly work has been made to outline MNCs' activities in developing countries, this literature remains fragmented. To support the field in its theoretical as well as empirical advancements, this study conducts a systematic review of this body of literature and content analysis of relevant articles using insights from strategic marketing literature (market driving/proactive and market-driven/reactive approaches). Findings: The authors synthesize our findings by presenting a taxonomy of proactive/reactive CSR approaches in developing markets along with propositions that can guide future research in this area. Originality/value: Among the key contributions of this study's literature review is the development of a taxonomy of proactive/reactive CSR, bringing together different and fragmented streams of research and viewing them from strategic marketing (“proactive/reactive”) perspective. The taxonomy and the two ensuing propositions can advance future CSR-related studies with MNCs in focus by providing both theoretical and empirical guidance.
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| 38. |
- Tarnovskaya, Veronika, et al.
(författare)
-
Drivers or passengers? A taxonomy of multinationals’ approaches to corporate social responsibility implementation in developing markets
- 2022
-
Ingår i: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 39:7, s. 1-24
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose The purpose of this study is to conduct a systematic literature review that illuminates the current state of knowledge regarding the specific approaches by which multinational corporations (MNCs) implement corporate social responsibility (CSR) on the subsidiary level in developing countries. Design/methodology/approach Even though substantial scholarly work has been made to outline MNCs' activities in developing countries, this literature remains fragmented. To support the field in its theoretical as well as empirical advancements, this study conducts a systematic review of this body of literature and content analysis of relevant articles using insights from strategic marketing literature (market driving/proactive and market-driven/reactive approaches). Findings The authors synthesize our findings by presenting a taxonomy of proactive/reactive CSR approaches in developing markets along with propositions that can guide future research in this area. Originality/value Among the key contributions of this study's literature review is the development of a taxonomy of proactive/reactive CSR, bringing together different and fragmented streams of research and viewing them from strategic marketing ("proactive/reactive") perspective. The taxonomy and the two ensuing propositions can advance future CSR-related studies with MNCs in focus by providing both theoretical and empirical guidance.
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| 39. |
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| 40. |
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| 41. |
- Tarnovskaya, Veronika, et al.
(författare)
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Multiple stakeholders and B2B branding in emerging markets
- 2016
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Ingår i: Qualitative Market Research. - : Emerald Group Publishing Limited. - 1352-2752 .- 1758-7646. ; 19:3, s. 287-309
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose – The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local stakeholders in the context of emerging markets.Design/methodology/approach – The case study examines brand strategies of a multinational company in the high-tech industry. By using NVIVO, this research analyses the brand narratives by corporate managers of Axis Communications in Sweden and local stakeholders in Russia, Brazil and India. The study evaluates perceptions about brand value and contributing activities emphasized by corporate managers, local managers, local partners and local end-customers.Findings – The findings demonstrate that corporate managers underutilize contributing activities by local managers and other local stakeholders, despite these activities being central to enhancing brand value. This research provides insights into how corporate and local managers can develop successful brand strategies in emerging markets. Consequently, a general typology of contributing activities to B2B brand value by local stakeholders is proposed.Originality/value – The company-centred approach to B2B branding stresses the importance of unique components of brand value and their consistent communication to multiple stakeholders. Prior studies provide limited evidence on how various stakeholders perceive brand value and enhance it through their contributing activities. Following the stakeholder-encompassing approach, this study advances branding research by examining perceptions about and contributing activities to B2B brand value by corporate managers and local stakeholders in a cross-cultural setting. Future studies are recommended to apply a stakeholder-encompassing approach in developed and transition economies and considering other relevant groups of stakeholders.
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| 42. |
- Tarnovskaya, Veronika, et al.
(författare)
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Proactive Corporate Sustainability via Social Innovation—A Case Study of the Hennes & Mauritz Grand Challenge in Bangladesh
- 2022
-
Ingår i: Sustainability. - : MDPI AG. - 2071-1050. ; special issue
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of the study is to explore how a multinational enterprise can use social innovations to drive change and solve grand challenges in an emerging market context. This paper brings market-shaping literature into a sustainability context, particularly by studying the implementation of social innovations in an emerging market context. Specifically, the study involves an in-depth qualitative study of H&M’s fair living wages program in Bangladesh. We find that H&M is tackling utterances of grand challenges revealed by orchestrating social innovation in collaborations with local stakeholders. Social innovation is carried out in ongoing projects involving multiple stakeholders. The study contributes to current literature by revealing that multinational enterprises indeed can use social innovation to drive change in emerging markets, although this requires long-term commitment, an ability and willingness to shape the surrounding business environment, and a prominent standing among key stakeholders.
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| 43. |
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| 44. |
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| 45. |
- Tarnovskaya, Veronika
(författare)
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The Mechanism of Market Driving with a Corporate Brand - The Case of a Global Retailer
- 2007
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- The purpose of this thesis has been to analyse the mechanism of the market driving approach carried out by a global organisation with a corporate brand. Market driving is a new organisational approach to strategy that lacks a solid theoretical framework, but constitutes a reality of global firms such as IKEA, The Body Shop, Benetton, Dell, Hennes and Mauritz, Starbucks. In the literature, the market driving strategy is linked with the ability of a firm to produce a leap in customer value due to a unique business system and value proposition. Thus, the major focus is on the tangible organisational resources for value creation. In my study, I have analysed the ability of a firm to use the corporate brand as a major intangible resource for value generation. This thesis argues that a corporate brand provides a context and a mechanism for value creation in market driving. It has also broadened the concept of customer value to include all major organisational stakeholders. The study draws on the theories of market orientation, market driving, corporate branding and partly on the stakeholder theory. The basic premise is that the cross-fertilisation of these theories is beneficial for the development of a new theory in market driving, while corporate branding provides a relevant explanatory theory for a deeper understanding of the organisational driving forces of this phenomenon. The case study of IKEA in three markets - Russia, China and Poland - has been carried out using in-depth interviews with managers at corporate and local levels as well as local suppliers as major sources of evidence. The systematic combining of theory and empirical data has allowed the creation of a coherent conceptual framework for the study. It has been used to explain the dynamics of the market driving approach towards different stakeholders globally and locally. It has been shown that corporate branding provides a company with a powerful alignment mechanism for marketing processes and value amplification, allowing it to create a leap in stakeholder value. The broad stakeholder perspective taken by a firm allows it to develop an integrated market driving approach, in which the role of a corporate brand is to provide the basis for all strategies.
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| 46. |
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| 47. |
- Tarnovskaya, Veronika, et al.
(författare)
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“The role of corporate branding in market driving strategy”
- 2008
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Ingår i: International Journal of Retail & Distribution Management. - : Emerald. - 0959-0552. ; 36:11, s. 941-965
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Tidskriftsartikel (refereegranskat)abstract
- Abstract Purpose – The aim of this paper is to examine the relationship between corporate branding and market driving. This is achieved by focusing on key dimensions of brand identity such as brand values and staff behaviours, while acknowledging the role of vision and organisational culture. The links between these brand constituents and the actual activities of the firm in a market are explored through interactions with stakeholders. Design/methodology/approach – This research is based on an in-depth case study of IKEA at a corporate level and its local market activities in Russia. The single-case approach is used to generate insights into how corporate branding is related to market driving practices and to identify the mechanisms of market driving in the Russian market. Findings – The corporate brand provides a further source of the “leap” in customer value recognised as a requirement for a market driving approach. Through a case study of IKEA in Russia it is shown that the core values of the brand guide both the behaviour and activities of internal stakeholders and the relationships with external stakeholders, and the interactions between the corporate “global” brand values and local market level activities are explored. Originality/value – The paper provides insights on the role of a corporate brand as a driving force of market driving from a broad stakeholder perspective. Keywords Corporate branding, Brands, Marketing strategy, Russia Paper type Conceptual paper
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| 48. |
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| 49. |
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The Contribution of Innovation to CSR and Sustainability Implementation by Firms in Emerging Markets
- 2021
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Ingår i: Sustainability. - 2071-1050. ; special issue
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Annan publikation (refereegranskat)abstract
- The paper bridges sustainability and market-shaping literature to conceptualize and empirically explore the role of social innovation in the implementation of a proactive corporate sustainability by a MNE in the emerging market. An in-depth qualitative study of H&M’s fair living wages program in Bangladesh reveals a number of grand challenges and proactive activities on two levels: factory and industry as well as the transformative role of social innovation in orchestrating activities and engaging local stakeholders to prepare for radical change. Social innovation represents an on-going project involving multiple stakeholders, which requires a long-term commitment from MNEs.
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| 50. |
- Tolstoy, Daniel, et al.
(författare)
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Ethical Leadership in Sustainable Development : H&M and Water Management
- 2023
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Ingår i: Creating a Sustainable Competitive Position. - Leeds : Emerald Group Publishing Limited. - 9781804552520 - 9781804552490 ; , s. 111-127
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Bokkapitel (refereegranskat)abstract
- Multinational enterprises (MNEs) are increasingly compelled to consider the United Nation’s sustainable development goals (SDGs). These goals are complex and may cause internal goal conflicts for companies. To stay the course, MNEs will benefit from an ethical compass enabling them to take on leading roles in driving change towards a better future. We argue that ethical leadership in this new business landscape is bolstered by virtue ethics. MNEs with genuine ethical groundings will be equipped to make decisions in complex situations where the needs of a variety of stakeholders must be considered. The purpose of this chapter is to conceptually and empirically explore an MNE’s implementation of a particular SDG, through an ethical leadership lens. We contribute to international management and international business literature by offering a framework to analyse MNEs’ pursuit of SDGs.
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