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The case study outlines the strategic, marketing, and branding challenges faced by Gap, a brand within the Gap Inc. house of brands. The case contains a summary of Gap's history, which illustrates the driving forces behind Gap's previous growth, its status as an American iconic brand, and its struggle to stay relevant. This sets the stage for Gap's rebranding exercise, which included an attempt at changing their iconic logo. This case provides students with the opportunity to learn about brand life cycles and the implications of a logo change for brand equity, brand associations, and brand positioning.

This research is based on published sources.

The case can be used in courses in strategic brand management, retailing, fashion marketing, marketing communication, or corporate communication at the graduate or advanced undergraduate level. The case will be particularly useful for those who already understand branding and consumer behavior, but who may not have learned anything about rebranding or strategic brand management. It is not suitable for undergraduates who have not studied branding at all.

Social and environmental reports have become an increasingly regulated area of corporate reporting and communication. Nevertheless, the substance and level of detail present in such disclosures is largely at the discretion of companies, which has implications for the value of such disclosures to stakeholders. The purpose of this study is to shed light on social visibility as a determinant of the variation in substance found in social disclosures in order to understand underlying reasons for why some firms offer more substance than others in their social disclosures.

Based on a number of hypotheses, which are combined into social visibility, the paper investigates whether a firm's social visibility is a determinant of substance in social disclosures. To this end, the case of modern slavery statements is used as a recently introduced and legally mandated form of social sustainability disclosures.

The findings suggest that social visibility can explain part of the variation in the substance of social disclosures. However, for the remaining part, it is argued that substance in social disclosures can also be driven by institutional logics, which shape organizational outcomes in specific contexts, but are largely unobservable.

This article contributes new insights to the literature on the relationship between corporate social visibility and the substance of social disclosures.

This paper aims to investigate the transience of management fads in the academic and the practitioner-oriented communities to shed light on their roles in the diffusion of fads.

This study traces the lifecycles of the following fads in practitioner-oriented and academic journals over more than 50 years: balanced scorecard, business process reengineering, design thinking, knowledge management, learning organization, management by objectives (MBO), matrix organization and total quality management (TQM).

Contrary to the academic–practitioner gap lamented in the literature, this study indicates no such gap regarding these fads in general, but finds differences in the intensity with which the fads are dealt with. The two communities stimulate, sustain and abandon fads collectively, as the lifecycles of most of the fads were found to mirror each other in both communities. This provides evidence of a contemporary form of popularization with a dynamic exchange of knowledge between academic and practitioner-oriented journals, rather than the traditional one-way transfer of knowledge from academia to practice.

This paper is the first to study multiple fads simultaneously in academic and practitioner-oriented journals in a historical comparison to investigate their roles in the diffusion of fads.

This paper aims to shed light on corporate practices regarding the integration of CSR into corporate communication in large European companies.

An e‐mail survey was conducted among large European companies in a total of 14 European countries. The questionnaire focuses on the organization of corporate communication activities, the organization of CSR activities, and the cooperation between the two.

The authors find that CSR is managed most frequently by CSR departments, but also by communication departments to a small extent. Whichever organization is chosen, the communication departments frequently engage in cooperation with the CSR departments. The more frequently the two cooperate, the more likely they are to have formalised their cooperation. The authors also conclude that the communication department is generally aligned to the strategic management of the organization, whereas this is not always the case for the CSR department.

A limitation of the study is clearly the sample size, which could have been larger. However, corporate policies against survey participation pose an obstacle to large‐scale surveys among companies in general.

The question of whether and how companies integrate CSR and communication responsibilities is an under‐researched area. This paper provides empirical evidence of how large companies manage the two functions in their organizations.

The purpose of this paper is to identify starting points for improving corporate self‐presentation on the world wide web (WWW) by enhancing site usability, message credibility, and information utility.

Content analysis, quantitative linguistic analysis and discourse analysis were used to examine the “About Us” sections of 20 well‐known corporate web sites.

The findings suggest that companies recognise the challenges provided by WWW‐mediated communication but fail to respond adequately. The companies could enhance their web sites by adopting a more user‐centred approach, constructing more convincing arguments and raising the level of interactivity in order to present their audiences with more relevant information.

The findings of this study are limited by the fast‐paced nature of the internet. The content and structure of the pages may have changed substantially since the research was conducted.

Companies need to pay more attention to the fact that the WWW as a pull medium empowers users to choose the material they want to be exposed to. Therefore, companies need to make more efforts to entice users to see material they would otherwise not choose to see.

In view of the small body of qualitative research on corporate web sites, particularly regarding the use of language, the challenges of corporate web communication and the responses identified may provide a framework for future research, e.g. for longitudinal studies. Practitioners may use the findings to redesign the content and structure of corporate web sites.

News agencies are important stakeholders for large organizations, since the news they distribute will be adopted by other news outlets, which influence public opinion and hence corporate reputation. The purpose of this paper is to advance the understanding of how corporate earnings press releases are transformed into financial news by investigating whether the frames introduced by companies are adopted or reframed by news agencies.

A content analysis of framing techniques in corporate earnings releases and their corresponding news-agency releases was performed, focussing on the financial figures and benchmarks presented, performance attributions, and the tonality of the texts.

The findings suggest that news agencies reframe earnings releases at the textual-pragmatic level by reducing their length, using fewer financial figures, and changing the position of these figures in the texts; they increase transparency by avoiding adjusted financial figures, qualifying figures, and adding analyst assessments; and they change the tonality by down-toning positive statements and highlighting negative aspects.

This paper makes a contribution to the field of corporate financial communication, which has not shed much light on the transformation of earnings press releases into financial news. In addition, this paper contributes to the stream of research on journalistic transformations of corporate press releases in general, which has ignored the influential role of news agencies as both manufacturers and wholesalers of news.