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The new face of corporate patriotism: does being “local” matter to stakeholders?
No full textInternational audiencePurpose – The purpose of this paper is to discuss how foreign firms can successfully use an innovative marketing communication strategy based on the notion of corporate patriotic appeal to better promote their activities within the countries they operate. Design/methodology/approach – This article uses case study analysis and focus group discussions to link current business practices with stakeholder perceptions of corporate patriotism. Findings – There is an emerging trend in corporate communication strategies where corporate patriotism is increasingly used as an effective marketing strategy by both domestic and foreign firms. It was also found that corporate patriotism is an important value across four stakeholder groups which include consumers, investors, employees and community members. Originality/value – This article identifies a new marketing communication strategy that can be used by multinational enterprises to better promote their activities in the local community within which they operate and among key stakeholder groups. This is particularly important at a time when many multinational enterprises run different operations in multiple countries and, as a result, are often exposed to extensive negative publicity
Avoiding alliance myopia: forging learning outcomes for long-term success
No full textInternational audiencePurpose – The purpose of this paper is to develop a framework for understanding the learning outcomes of strategic alliances. Design/methodology/approach – On the basis of two dimensions of any strategic alliance – that is, similarity or dissimilarity of contribution of partners and explorative or exploitative nature of alliance – the author proposes a framework that recognizes four types of learning outcomes. Findings – The distinction of four types of alliance enables the author to identify their distinctive characteristics and learning outcomes. Originality/value – The paper increases the awareness of managers about the learning outcomes of strategic alliances, which helps managers to consider intended learning outcomes not only in planning, managing and evaluating any individual alliance but also in managing the alliance portfolio
Integration of the profit-split transfer pricing method in the design of global supply chains with a focus on offshoring context
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Perception Of Television Advertising From Chinas Young Generation
No full textInternational audienceThis paper aims to examine the elements employed in television advertising, which affect consumer attitudes toward advertised products and brands. 384 young Chinese responded to a survey questionnaire. This paper finds that celebrity endorsement positively affects creativity in television advertising. The credibility of television advertisement positively affects the recall of products and brands. Celebrities in television advertising or people who have professional knowledge as endorsers decrease the credibility of television advertisements contrary to the results of previous research. Creativity in television advertising has a negative effect on the recalls of products and brands. This paper offers insight about the young generations perception of television advertising in China. It provides a debated perspective that creativity in television advertising negatively affects product and brand recalls
Corporate patriotism as a source of corporate reputation: a comparative multi-stakeholder approach
No full textInternational audienceThis paper aims to define the concept of corporate patriotism and clarify its relationship with corporate reputation in the context of multi-stakeholder engagements. It develops a scale to measure corporate patriotism. It then determines the relative importance of corporate patriotism to the perceptions of corporate reputation in four key stakeholder relationships – consumer, purchasing, employment, individual share investment and community relationships. Our research evidence shows that the stakeholder relationship context moderates the role of corporate patriotism as a dimension of corporate reputation. The results further show significant differences in the role of national identity in organisation–stakeholder relationships. Specifically, corporate patriotism is more important for the reputation of a company as an employer and local citizen than as a provider of products and services. Marketing managers should consider the reputational advantage stemming from corporate patriotism in the design of multi-stakeholder corporate communication strategies
Consumer Response to Product Form in Technology-Based Industries
No full textInternational audienceProduct design is a key driver of competitive advantage and new product success. Relative to its importance, product design remains an underresearched area. The authors address this issue by examining the moderating effects of consumer innovativeness and design acumen on consumer response to product form—i.e., the product's visual appearance. Using subjects from the United Kingdom, these effects were tested with a technology-based product that is expected to be introduced to market in the near future. A technological innovation was chosen because such products are often characterized by an accelerating pace of innovation and shortening life cycles. In such contexts, the product's visual appearance is often critical to success because it drives inferences about the technical capabilities and functional novelty. Our findings indicate that for more innovative consumers, an innovative product form can further enhance perceived value, product liking, and purchase intention. Furthermore, for consumers who possess more design acumen, an innovative product form can increase perceived value and product liking. An innovative product form was not found to enhance purchase intention for consumers with higher levels of design acumen. A primary implication of the study is to consider target market characteristics such as consumer innovativeness and design acumen when selecting a product form strategy. Additional implications include involving consumer innovators in the development and evaluation of product forms and involving consumers with greater design acumen early in the product's introduction so that they may influence other buyers
Coining societies: an inter-functional comparative analysis of the Euro
No full textInternational audienceThe present analysis of the Euro looks for the marks that function systems make on what we commonly take for the European money. Clearly distinguishing between coins and currency, the Euro coins and banknotes are not taken for economic tokens per se but for storage devices that contain both economic and non-economic information. A systemic analysis of the function system references on these storage devices shows that the economy has left fewer marks on the Euro than politics, art, and the mass media systems have. We, hence, argue that "the Euro" "is" not just money with a political second mission but rather can be understood as an indicator of the relative relevance that specific function systems do or do not have for the European societies and the European society
Common values? Fifty-two cases of value semantics copying on corporate websites
No full textInternational audienceThe present article claims that value communication literally goes without saying. Research in organizational value communication as in corporate image documents is therefore assumed to have nothing to do with the analysis of explicit value semantics. This system-theoretical claim is supported by an analysis of corporate value semantics, which is particularly focused on the copying of value semantics from one corporate website to another. As a result, we present a list of 52 companies that have copied value statements from corporate websites of RobecoSAM sector leaders listed in the DJSI. In referring to these examples, we demonstrate that the copying of value semantics makes the best case for exercising caution when it comes to the idea that value semantics promote organizational goals. Finally, we suggest that the value copying affects corporate value communication in a same vein as spam impairs the use of email and argue for an analytical turn from research in communication on values to research in value communication, which opens up new spaces for a management through allusion and, in doing so, could complement the more popular approaches to a management by value metaphors
Strategic Incentive Systems For Open Innovation
No full textInternational audienceOur paper presents a cross-sectional study of incentive systems for open innovation practices. Organisations face the challenge to design and implement strategic incentive systems which reward active contributions of individuals to open innovation practices. We refer to contributions from psychology and economics to develop a framework for organisational incentive systems. We have conducted semi-structured interviews with 10 experts in Germany and the Netherlands. The experts work in firms which are both international top players and open innovation pioneers in their respective industries. The results show that all organisations in the sample develop incentives for open innovation. The key strategic function of incentive systems is to open mind-sets of the workforce and to overcome mental barriers of the 'not invented here' syndrome. Immaterial and in particular task content incentives have been judged to have a more efficient long-term impact than material incentives. While experts have emphasised the importance of aligning incentives systems to open innovation strategies, in practice many incentive approaches still remain patchwork and lack a clear strategic focus
Factors influencing CO2 emissions in China's power industry: Co-integration analysis
No full textInternational audienceMore than 40% of China's total CO2 emissions originate from the power industry. The realization of energy saving and emission reduction within China's power industry is therefore crucial in order to achieve CO2 emissions reduction in this country. This paper applies the autoregressive-distributed lag (ARDL) co-integration model to study the major factors which have influenced CO2 emissions within China's power industry from 1980 to 2010. Results have shown that CO2 emissions from China's power industry have been increasing rapidly. From 1980 to 2010, the average annual growth rate was 8.5%, and the average growth rate since 2002 has amounted to 10.5%. Secondly, the equipment utilization hour (as an indicator of the power demand) has the greatest influence on CO2 emissions within China's power industry. In addition, the impact of the industrial added value of the power sector on CO2 emissions is also positive from a short-term perspective. Thirdly, the Granger causality results imply that one of the important motivators behind China's technological progress, within the power industry, originates from the pressures created by a desire for CO2 emissions reduction. Finally, this paper provides policy recommendations for energy saving and emission reduction for China's power industry