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The purpose of this study is to investigate the relationship between an organization’s human resource management (HRM) image and its customer-based brand equity. Research into HRM in relation to branding has mostly dealt with how to attract and maintain employees through employer branding. The present study attempts to link HRM directly to marketing and branding aimed at customers as an altruistic dimension of the brand image and as something that applies to customers’ sociological needs.

The study is based on a survey of Swedish customers in two different retail categories: groceries and home decoration.

The results show that HRM image is distinct from a more traditional service image and that there is a significant relationship between favourable customer perceptions of an organization’s HRM and customers’ willingness to buy and pay a premium for products provided by the retail chain. This finding leads to the conclusion that HRM is not only relevant for employer branding, internal branding and operations management but also plays a significant role in building customer-based brand equity. The results show that further integration of HRM and brand management is needed, both in theory and practice.

This study takes a holistic approach to marketing and is one of the first attempts to incorporate HRM and employer branding into the customer-based brand equity framework. Implications for future research, retailing and other businesses are discussed in the conclusion.

Brand orientation means that the formulation of company strategy is based on brands. By focussing the company′s commitment and resources on building, developing and nurturing brands, a platform for a sustainable competitive strategy is achieved. Presents a model of a brand‐oriented company using the concepts of product, trademark, corporate name, corporate identity, positioning, target group and brand vision. It is management′s task and challenge to synchronize these concepts with a view to generating added value and brand loyalty. The case of the Pharmacia Nicorette provides an illustration of the transition from product focus to brand orientation. The importance of brand orientation for industry and commerce is enhanced by three drivers: decreasing product divergence, increasing media costs and continuing market integration. A corporate management capable of exploiting the potential of brands may obtain long term competitive advantages – a strategy for survival in a growing number of companies.

In this chapter, we explore the impact of socioemotional and financial wealth on the resource management of family firms. We use MoDo, a Swedish pulp and paper firm, covering three generations of owner-managers from 1873 to 1991, to grasp the shifting emphases on socioemotional and financial wealth in the management of the company. Identifying four strategic issues of decisive importance for the development of MoDo, we analyze the organizational values that guided the management of these issues. We propose that financial and socioemotional wealth stand for two different rationalities that infuse organizational values. The MoDo case illustrates how these rationalities go hand in hand for extended periods of time, safeguarding both financial success and socioemotional endowments. However, in a situation where the rationalities are no longer in line with the development of the industry context, the conflict arising between the two rationalities may have fatal consequences for the firm in question.

This paper explores the adoption of a relationship marketing paradigm by the National Basketball Association. A contextualist framework was used to explore the context, content and processes of this change that evolved over a 17-year time period. Personal interviews were conducted with leaders of this league and over 80 documents were reviewed and content analyzed. The results of this study provide insights into relationship marketing and organizational change for sport managers.

Swedish interest in research on channels of distribution for industrial goods has been limited historically. The same is true in other countries as well, as has been reported, for example, by Ford. In fact, this is tree for the field of industrial marketing in general. It is a little surprising that industrial markets have been so neglected. If economic values are considered, producer markets are dominant over consumer markets. According to Flodhammar and Nielsen, the turnover of the Swedish producer market is four times that of the consumer market. One reason for the slight research interest is that up to the 1970s many industries could be characterised as operating in a “seller's market’. Demand exceeded supply. No kind of modern marketing existed; it was only a question of selling.

The purpose of this paper is to analyse and understand the contemporary management of electronic identification (e-ID) development to: identify and formulate challenges and reflect upon the use of a combination of perspectives. To generate knowledge on this issue, we investigate e-ID development in Sweden from: an e-government systems development lifecycle perspective and a project challenge and critical success factor (CSF) perspective.

This is a qualitative case study covering an analysis of the three years in a larger project focusing e-ID in a public e-service setting. Empirical sources have been face-to-face interviews; official documents and different kind of forums for presentations and discussions in, for example, hearings arranged by authorities; meetings with the coordinating agency, and practitioners’ networks events.

This study concludes that there are significant challenges involved in managing e-ID development because of its contextual and integrated character. Challenges involve the organization and management of the program and can be traced back to e-government, general project management literature and theory on path dependency. Based on this study, we can question, e.g. governance models, centralization and a narrow focus on the technical artefact. Our study is also an illustration of a possible way to analyse e-ID within an e-government initiative.

The present study shows that an e-ID can be considered as a back office-enabler for launching e-services, but also highlights the need for management of the artefact as an integral part of e-service development because it is intertwined with the use of e-services from a user perspective. This aspect together with the insights related to challenges and success factors including path dependency provides implications for future practice of e-ID management and development in particular and information systems artefact development in general.

This paper addresses challenges related to the development of e-ID in a public e-service setting. Few studies have theoretically combined a lifecycle perspective on challenges and success factors related to e-ID development while also focusing different dimensions of path dependency as an example of a challenging area within a program frame. Studying e-ID as a contemporary phenomenon from a contextual perspective in line with sociomaterial thinking – with a focus on the interplay between technology and people –can also help us to understand and discuss artefact development in general.

CD‐ROM was first demonstrated in the United States in November 1984. Since then many organizations, including agencies of the Federal government, have embraced the technology, and an increasingly large and diverse product base is emerging. In March 1986, Microsoft Corporation sponsored a major conference on the topic, which was attended by almost 1000 persons. The registration fee of $900 precluded most librarians from attending. David Miller provides a thorough report on the conference, and a complete directory of participants, for the benefit of those who could not attend.

The purpose of this paper is to analyze the Swedish Advertisers’ Association's role in the institutional development of Swedish international advertising during 1955–1972.

A qualitative analysis of business association sources is used to explore the institutional development of international advertising.

A new postwar paradigm that focused on a consumer-oriented brand ideology enabled marketing executives in the Swedish Advertisers’ Association to develop a new discourse on international advertising in Sweden, which then was institutionalized within a national network on export promotion. The institutionalization process was supported by a corporatist system typical of smaller export dependent postwar European economies.

While based on a national case, this study points to the importance of understanding how advertising concepts are embedded within other economic, political and cultural systems than in those they originated in and how this contributes to a heterogenous implementation of similar ideas and practices. This study also illustrates how members can use their association to institutionalize a new discourse on marketing and network with other actors to enhance the use and reputation of its ideas and practices.

By highlighting the importance of analyzing both internal and external organizational relations, this study contributes to the research on history of marketing by making salient the importance of an institutional perspective to understand key processes in marketing. In practice neither the institutional perspective nor the explanatory power of discourse has received much attention, therefore the study results should be both interesting and valid for practitioners as well.

The study of the historical development of international advertising is limited and often descriptive. This study contributes to the literature by using a theoretical and methodological approach to make salient how the interaction between discourse, marketing associations and other collective actors propelled the institutionalization of international advertising within a specific national context.

In 1982 two books published in Sweden suggested a network perspective on markets and marketing. The purpose of this paper is to explain the emergence in Sweden of the network perspective.

Provides an examination of research in industrial marketing and related fields during the 1970s and the roles of the societal and academic contexts for the research.

Close relations between academic research and business was particularly crucial since it provided access to industry on all organisational levels and business relevance of the research. Three areas of research seem to have been especially important in the development: supplier‐customer interaction, strategy and organisation of the firm and the interconnectedness between markets. The emergence of the network perspective is seen as a result of a conceptual compromise between a group engaged in dyadic business relationship research and another group that had a wider systems interdependence view on markets. The paper shows that the development can be regarded as a discovery process.

The study is limited to the development in Sweden during the 1970s and leading to the publication of two books that suggested a network perspective. A result of the paper is that the development during the period is only the first phase in the discovery of market networks. This suggests that analysis of the later development may be fruitful.

The study demonstrates the roots of the network perspective on markets and marketing and contributes to the understanding of the development of new paradigms in general.