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Article
Publication date: 1 May 1991

Heribert Meffert and Brian Bloch

The starting‐point is a discussion of the currentcontroversy regarding globalisation strategies. Theconditions for success and barriers to worldwidemarketing strategies…

Abstract

The starting‐point is a discussion of the current controversy regarding globalisation strategies. The conditions for success and barriers to worldwide marketing strategies are analysed and suggestions made for their successful implementation. Against the background of a global strategic orientation, the selection of an appropriate organisational structure, the adaptation of management systems and the global reorientation of organisational culture are examined. These issues are analysed within the context of a temporal and stepwise country‐by‐country concept. Both English language and German literature are integrated in the globalisation field.

Details

Industrial Management & Data Systems, vol. 91 no. 5
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 22 April 2011

Alexander Krappe, Lazaros Goutas and Arist von Schlippe

Family businesses (FBs) play an important role in economies across the world. FBs are consistently associated with specific attributes and expectations, which is something…

Abstract

Purpose

Family businesses (FBs) play an important role in economies across the world. FBs are consistently associated with specific attributes and expectations, which is something that points towards the notion that FBs can be regarded as a “brand” on their own. The purpose of this paper is to examine whether FBs have actually become a “brand” in the eyes of the wider population.

Design/methodology/approach

The empirical investigation is based on the “Personal Construct Theory” (PCT), developed by George R. Kelly. According to this theory, human beings categorise and evaluate the world by building “personal constructs” that reflect their unconscious attitudes and value systems. To find out about the attitudes towards FBs, we used the “Nextexpertizer”® program, which exploits the PCT as a computer‐based survey instrument. Finally, these results are connected with two different brand theories: the identity‐oriented brand theory of Heribert Meffert and a sociological‐based understanding of brands. The study was conducted in two stages: in 2007/2008 the authors interviewed a randomised sample of 80 people across Germany. In 2009 they interviewed 30 people with almost identical socio‐demographic characteristics, to assure the comparability of the two surveys.

Findings

The analysis of the aforementioned brand theories shows that FBs can be indeed described as a brand on their own. In order to speak of a strong brand, the identity‐oriented approach requires the compliance between the intro‐perspective and the external‐perspective of brands. The perceptions of FBs exhibit a remarkable stability in both surveys. In sum, FBs are perceived as the most sustainable and social type of company. Nevertheless, FBs are also associated with certain negative attributes: for example, middle‐size FBs are regarded as particularly inflexible.

Originality/value

The study shows that FBs address the identity myths of stability and safety like no other company type. Yet the identity myths also evoke other societal needs, such as egoistic self‐fulfillment motives, or the will to live free and without boundaries. For these needs, FBs are perceived as inflexible and stiff.

Details

Journal of Family Business Management, vol. 1 no. 1
Type: Research Article
ISSN: 2043-6238

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Article
Publication date: 1 July 1993

Alan T. Shao and David S. Waller

This empirical study examined U.S. advertising agencies' practices in the Asia Pacific Region to decide whether they were following Theodore Levitt's advice to promote…

Abstract

This empirical study examined U.S. advertising agencies' practices in the Asia Pacific Region to decide whether they were following Theodore Levitt's advice to promote products and services the same way everywhere. Information regarding environmental factors and advertising strategy were gathered from 200 Asia Pacific Region affiliates of U.S. advertising agencies in 11 countries. It was found that in general, agencies were neither standardising nor customising their sales platforms and creative contexts. Instead they tended to utilise the adaptative approach‐‐a strategy that is becoming viewed as the optimal approach by multinational ad agencies.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 5 no. 3
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 September 2006

Abstract

Details

Strategic Direction, vol. 22 no. 9
Type: Research Article
ISSN: 0258-0543

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Article
Publication date: 22 October 2019

Damian Hesse and Katja Lurie

The purpose of this paper is to review the development of the German advertising industry starting from 1950 to 2018 with a special focus on the American influence.

Abstract

Purpose

The purpose of this paper is to review the development of the German advertising industry starting from 1950 to 2018 with a special focus on the American influence.

Design/methodology/approach

The paper uses the oral history methodology. The content is based on 27 semi-structured interviews with current and former experts from the German and American advertising industry. An analysis of secondary sources supports the line of argumentation.

Findings

The paper confirms the outstanding role of the American influence on the German advertising industry, owing to new standards of professionalism, to novel versions of terminology and to the introduction of the theory of marketing. However, incompatible management styles, increasing global competition and financial pressure diminished the impact. Likewise, the American interference did not suppress the development of specific German industry characteristics such as a strong entrepreneurial culture or sustainable leadership.

Originality/value

This paper provides an overview of the history of German advertising with a focus on advertising agencies in the period from 1950 to today (2018). Further, this paper assesses the special impact of the American influence on the German advertising industry. Further, subjects of investigation are particularities of the German advertising industry, such as special attributes of agency leaders and their relationship with clients, distinct versions of ownership structures, agency service offerings and, finally, the role of creativity.

Details

Journal of Historical Research in Marketing, vol. 12 no. 1
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 13 May 2014

Mike Schallehn, Christoph Burmann and Nicola Riley

The purpose of this paper is to develop a model of brand authenticity and analyze the antecedents and effects of the construct. Although there is no doubt about the…

Abstract

Purpose

The purpose of this paper is to develop a model of brand authenticity and analyze the antecedents and effects of the construct. Although there is no doubt about the relevance of authenticity in personal relationships, published research has yet not thoroughly explored the concept’s meaning in reference to brands.

Design/methodology/approach

Based on socio-psychological attribution theories and grounding on the identity-based brand management approach, a causal model of brand authenticity is developed. The hypothesized relationships are analyzed using the partial-least-squares approach. The primary data are based on an online survey conducted in Germany (n = 600). The respondents were asked about fast-food and beer brands.

Findings

The data show that brand authenticity positively impacts on brand trust. Furthermore, the key antecedents in the model (consistency, continuity and individuality of a brand) drive the perception of brand authenticity as hypothesized.

Research limitations/implications

The model should be tested in further product categories and moderators should be integrated.

Originality/value

The findings suggest that authenticity is perceived when a brand is consistent, continuous and individual in its behavior. Nevertheless, the empirical results indicate that the factor individuality has the lowest influence on perceived brand authenticity. This is an interesting finding, as being “unique” is commonly regarded as an important success factor in branding. Although the study’s findings confirm its relevancy, they relativize its importance: being consistent, meaning that a brand fulfills its brand promise at every brand-touch point, and being continuous, meaning that the brand promise reflects the essential core of the brand, are of major importance.

Details

Journal of Product & Brand Management, vol. 23 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

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