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Article
Publication date: 1 April 1986

The Nature of Business Policy Business policy — or general management — is concerned with the following six major functions:

Abstract

The Nature of Business Policy Business policy — or general management — is concerned with the following six major functions:

Details

Management Decision, vol. 24 no. 4
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 20 September 2013

Kathryn Lefroy and Yelena Tsarenko

The goal of this study is to examine the influence of resources provided to nonprofit organisations by corporate partners on the achievement of nonprofits' social and…

Abstract

Purpose

The goal of this study is to examine the influence of resources provided to nonprofit organisations by corporate partners on the achievement of nonprofits' social and organisational objectives, accounting for mediation effects of dependence and relationship. This goal is investigated from the perspective of nonprofit organisations.

Design/methodology/approach

Following 20 preliminary in-depth interviews, an online survey was administered to people working in nonprofit industry who had experience working with their organisation's corporate partnership. With 273 completed questionnaires, the authors tested the model with mediation analyses, using bias-corrected bootstrap confidence intervals method.

Findings

Although reputation, non-financial resources and cash investments have strong and positive effects on achieving social and organisational objectives, these relations are fully mediated by dependence and relationship between partners. Further analysis shows that relationship is a significantly stronger mediator than dependence on the effect of reputation in regards to the achievement of both sets of objectives.

Originality/value

This article builds on marketing knowledge, using resource dependence theory to focus on the effects of corporate-provided resources on nonprofit organisations; a topic largely unexplored in extant literature. It is the first study to operationalise and empirically examine the specific effects of different types of resources on specific nonprofit performance objectives.

Details

European Journal of Marketing, vol. 47 no. 10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 March 1988

John Cheese, Abby Day and Gordon Wills

An updated version of the original (1985) text, the book covers all aspects of marketing and selling bank services: the role of marketing; behaviour of customers;…

Abstract

An updated version of the original (1985) text, the book covers all aspects of marketing and selling bank services: the role of marketing; behaviour of customers; intelligence, planning and organisation; product decisions; promotion decisions; place decisions; price decisions; achieving sales. Application questions help to focus the readers' minds on key issues affecting practice.

Details

International Journal of Bank Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 1 April 2005

Trevor Hartland, Heather Skinner and Alison Griffiths

Sports sponsorship is perceived as important in developing relationships with key clients. However, few companies set relationship marketing objectives when sponsoring…

Abstract

Sports sponsorship is perceived as important in developing relationships with key clients. However, few companies set relationship marketing objectives when sponsoring sports. This paper aims to examine whether sports sponsors are pursuing the right objectives. It concludes that a deeper understanding of the sponsor's relationship marketing objectives could heighten the sponsor's success, thereby reinforcing and sustaining their own relationship with the sponsoring organisation.

Details

International Journal of Sports Marketing and Sponsorship, vol. 6 no. 3
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 February 1990

Gordon Wills, Sherril H. Kennedy, John Cheese and Angela Rushton

To achieve a full understanding of the role ofmarketing from plan to profit requires a knowledgeof the basic building blocks. This textbookintroduces the key concepts in…

Abstract

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

Details

Management Decision, vol. 28 no. 2
Type: Research Article
ISSN: 0025-1747

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Book part
Publication date: 23 June 2005

Anna Maria E. Mendoza, Vivien T. Supangco and Maria Teresa B. Tolosa

This exploratory study attempted to determine the level of formalization and implementation of corporate governance and risk management practices, and the role of human…

Abstract

This exploratory study attempted to determine the level of formalization and implementation of corporate governance and risk management practices, and the role of human resource management in the design and formulation of such practices. This study also attempted to derive some patterns of association among the variables studied, including the degree to which specific human resource management practices were linked with the overall corporate governance and risk management objectives. Human resource management was consulted from time to time during the formulation of strategic plan, the design of behavioral control mechanisms, and the development of risk management guidelines and formal corporate culture programs. However, it was consulted only during implementation of corporate governance structures at the board level. Generally, human resource management involvement in the formulation of corporate governance and risk management mechanisms was related to the degree of formalization and implementation of such mechanisms, but not to the degree of congruence of human resource management functions with corporate governance and risk management objectives. However, the degree of formalization and implementation of corporate governance structures at the board level was related to the degree of congruence of human resource management functions with corporate governance and risk management objectives and the driver measures of performance. The latter was likewise related to mechanisms of behavioral control.

Details

Corporate Governance: Does Any Size Fit?
Type: Book
ISBN: 978-1-84950-342-6

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Article
Publication date: 1 July 1983

John A. Meenaghan

Argues that the general area of commercial sponsorship activity, while attracting increasing interest from marketing practitioners as an important strategic option in…

Abstract

Argues that the general area of commercial sponsorship activity, while attracting increasing interest from marketing practitioners as an important strategic option in marketing communications, has not been the subject of sufficiently rigorous and comprehensive investigation by theoreticians. States the purpose is to establish and consolidate the available body of knowledge combining an overview of the standard conceptual approaches to marketing communication with an examination of the recent academic research in sponsorship, while maintaining a focus on current marketplace practice. Argues for a coherent and structured approach to the management of sponsorship expenditure through the application of a ‘management by objectives’ approach. Parameters are established in terms of a working definition of sponsorship, a review of its commercial development and an overview of current activity. Develops a commercially ration framework within which sponsorship activity may be undertaken. Views objective‐setting as the cornerstone of sponsorship management and outlines a classification of sponsorship objectives that subsumes current practice clarifies the range of potential benefits. Examines the criteria that govern rational sponsorship selection and proposes an evaluation strategy based on stated criteria. Methods of evaluating effects of marketing communications (sponsorship particularly) are examined and new evaluation techniques are advanced to facilitate the implementation of this rigorous scientific approach.

Details

European Journal of Marketing, vol. 17 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 20 September 2011

Shirley Leitch and Sally Davenport

The purpose of this paper is to examine the relationship between corporate identity, corporate marketing and the pursuit of corporate objectives, particularly those…

Abstract

Purpose

The purpose of this paper is to examine the relationship between corporate identity, corporate marketing and the pursuit of corporate objectives, particularly those objectives that require action at a societal level.

Design/methodology/approach

The research is based on a literature review and an holistic, multiple method case study, drawing on e‐mail newsletters, interviews, web sites, media articles and organizational documents.

Findings

Corporate identity may serve as a constraint on behaviour that limits strategic and tactical options. It may also constitute a strategic resource that enables action. The seven distinctive characteristics of front organizations identified in the paper enable them to overcome some of the constraints experienced by other organizational types in pursuing corporate objectives requiring action at a societal level.

Research limitations/implications

Future research directions include: analysis and theory development in relation to the design and marketing of a “packaged present” CI; the expansion of this analysis to other types of temporary organizations; and further exploration of the implications of temporality for corporate marketing.

Practical implications

Deploying an “active” definition of corporate identity can take practitioners beyond the audit‐based approach, with its focus on understanding “what the organization is”, to a strategic approach to corporate marketing focused on the temporal question “what does the organization wish to become?”

Originality/value

This paper begins to address two significant gaps in the corporate marketing and corporate identity literatures: the first in relation to corporate identity and temporality; and the second in relation to temporary organizations, particularly front organizations. The paper identifies seven distinctive characteristics of front organizations, which provide the basis for future research.

Details

European Journal of Marketing, vol. 45 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 June 1996

John M. Artz

Explains that a corporate Web application is a corporate information system that uses World Wide Web technology to provide easy access to a wide variety of corporate

Abstract

Explains that a corporate Web application is a corporate information system that uses World Wide Web technology to provide easy access to a wide variety of corporate information resources for internal and external users on a wide variety of platforms in geographically distributed locations. Corporate Web applications go beyond corporate web pages in that they serve a specific set of business objectives beyond providing a presence on the World Wide Web. As with all types of information systems, there are two approaches to Web application development: top‐down and evolutionary. Evolutionary development is exploratory and appropriate for learning about the technology and the application domain. However, evolutionary development leads to complex applications that are difficult to use and difficult to maintain. Top‐down development organizes the complexity of these applications and produces applications that can: meet business objectives; be developed by a programming team; and be maintained by people other than the developers. Provides a methodology for top‐down development of corporate Web applications.

Details

Internet Research, vol. 6 no. 2/3
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 22 January 2021

Christian Pieter Hoffmann and Sandra Binder-Tietz

While several extant studies have discussed the strategic importance of investor relations (IR) for listed corporations, few have tried to apply findings from strategic…

Abstract

Purpose

While several extant studies have discussed the strategic importance of investor relations (IR) for listed corporations, few have tried to apply findings from strategic communication research to IR. Therefore, little is known about the planning and evaluation of IR programs, with even less data available on IR's involvement in top management decision-making. The purpose of this paper is to examine research on planning and evaluation practices in German Prime Standard corporations' IR departments.

Design/methodology/approach

The method entailed a survey of 51 heads of IR departments from the largest corporations listed on the Frankfurt Stock Exchange concerning the topic of measurement and evaluation.

Findings

The findings highlight an intermediate stage in the professionalization of the still-emergent IR function. While IR has been established as an independent function with some consideration in strategic leadership, strategic management of the function is still evolving. This study shows that while some form of planning is the norm, IR departments at smaller companies tend to focus more on departmental objectives than on deriving objectives from the corporate strategy. Also, systematic evaluation remains lacking in many smaller companies' IR departments. As a result, IR managers from smaller companies are consulted less frequently during top management meetings on corporate strategy.

Research limitations/implications

This study is based on data collected only from German Prime Standard corporations. While satisfactory in the context of quantitative IR studies, the response rate from the reported survey was only 32%. Furthermore, the average level of strategic IR management among German listed companies actually may be somewhat lower than reported in this paper, as large listed companies are somewhat overrepresented in the sample.

Originality/value

This study addresses an apparent research gap, i.e. to date, little is known about the strategic management of the IR function, especially in a non-US context. This analysis shows that theories and frameworks from strategic communication management can be applied to the IR function.

Details

Journal of Communication Management, vol. 25 no. 2
Type: Research Article
ISSN: 1363-254X

Keywords

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