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- Anderson, Helén, et al.
(författare)
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Skapa kundnärvaro i innovationsprocessen
- 2008
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Ingår i: Innovationsförmåga. - Malmö : Holmbergs i Malmö AB. - 9789197785204 ; , s. 40-59
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Bokkapitel (populärvet., debatt m.m.)
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| 4. |
- Blombäck, Anna, 1975-
(författare)
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Brand meaning and impact in subcontractor contexts
- 2009
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Ingår i: Business-to-business brand management. - : Emerald Group Publishing Limited. - 9781848556706 ; , s. 223-261
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Bokkapitel (refereegranskat)abstract
- Brand management in industrial markets is an important subject. The relative youth of this interest implies gaps in the understanding of the phenomenon, though. With regards to the emphasis on brands in today’s competitive markets, improving the understanding of brand meaning and impact in diverse industrial situations and organizations is valuable to both management and theory. This paper adds to the expansion of such insights by applying the notion of brands to subcontractors; their market offer and situation. An overview of the brand concept and brand research in industrial markets directs the discussion. The chapter reports on a qualitative study with the aim to support better comprehension of the meaning and impact of brands in a subcontractor context. The study focuses on buyers’ decision making processes. Customers, although they ultimately focus on product price and quality, rely on corporate brand image for making decisions at several stages of purchasing. Buyers normally face a situation where they must choose among a number of potential suppliers, where they perceive uncertainty and limits regarding time and information. In the process of finding and selecting suitable suppliers, subcontractor corporate brands therefore revolve around proxies for expertise and reliability. A focus on subcontractor brand management can render benefits to individual suppliers concerning the amount of potential clients and signed contracts. Also, paying more attention to corporate brand meaning and content can improve the efficiency of matching buyers with supplier.
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| 6. |
- Blombäck, Anna, et al.
(författare)
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Challenging the importance of size as determinant for CSR activities
- 2009
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Ingår i: Management of environmental quality. - : Emerald. - 1477-7835 .- 1758-6119. ; 20:3, s. 255-270
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Tidskriftsartikel (refereegranskat)abstract
- Abstract: Purpose – This paper aims to contribute to the development and understanding of corporate social responsibility (CSR) by discussing two interrelated characteristics of current literature: a tendency in discourses to portray CSR as equal to the societal activities displayed by and demanded from large, multinational firms; and an increasing focus on and description of “small firm CSR” in research. These two characteristics instigate a limited approach to the meaning of CSR and an unjust dichotomization of CSR based on firm size are posited. A distinction that risks stimulating an un-nuanced CSR discourse. Design/methodology/approach – From reviewing the field, it has been concluded that firm size should not be a feasible main criterion when trying to understand or predict CSR behavior. From examples of far-reaching CSR activities in the small business community and local initiatives by large firms, the distinctions suggested in the current discourse do not appear in practice are shown. Findings – Additional firm features and contextual characteristics to explain the CSR approach in companies are proposed. Local embeddedness, corporate governance, and individual motivation are examples of issues that appear to explain a firm's CSR activities and characteristics, regardless of firm size. Originality/value – The paper concludes by articulating a number of propositions. These are presented as a basis for research to further understand how CSR activities relate to various organizational and operational features.
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| 7. |
- Blombäck, Anna, 1975-, et al.
(författare)
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Corporate identity manifested through historical references
- 2009
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Ingår i: Corporate Communications. An International Journal. - : Emerald Group Publishing Limited. - 1356-3289 .- 1758-6046. ; 14:1, s. 404-419
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of this paper is to focus on how firms draw on historical references in corporate marketing. The paper seeks to analyze the logic behind such efforts from a corporate identity perspective and to propose potential risks and/or benefits of doing so. The paper aims to inspire the understanding of how references to history are used in marketing and the outcome of such use. The paper mainly draws on literature relating to corporate marketing and the use of history in organizations. Combining these theories, and pointing at empirical examples, the paper clarifies why references to history can be important manifestations of corporate identity. The paper comes up with propositions concerning what consequences the reference to history in corporate marketing can have for firms' marketing strategies and business development. The paper outlines a connection among corporate identity, organizational identity, and image through corporate communications. It suggests that among the range of corporate characteristics, historical references can be particular valuable for corporate communications thanks to the reliability age can provide (as opposed to liabilities of newness). Still, elaborations suggest that the planned use of historical references has both pros and cons in terms of business development. Despite the notion that history, as an inevitable and distinctive firm feature, can play an important role in corporate marketing, research on the topic is quite scarce. This paper offers some remedy to this gap by elaborating on the internal and external rationales for applying historical references and how these can be explained in connections between corporate identity and history.
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