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Taking the customer-centric nature of integrated marketing communications (IMC), this article investigates the specific role of customer performance in IMC effectiveness in various size companies applying inter-country context.

The sample consists of the primary data from developed (Spain) and developing (Belarus) economies. A total of 540 manager respondents participated in the survey. The article uses structural equation modeling and multi-group analysis for analysis.

When taking into consideration, customer performance affects the IMC outcome on the market and financial performance. The customer performance role varies in firms of various sizes and small- and medium -sized enterprises (SMEs) operating both in developed and developing economies.

The research underlines the significant role of customer performance in IMC implementation, which stimulates further investigation on the topic. It also closes the gap in the IMC outcomes analysis in SMEs operating in developed and developing economies.

Customer evaluation plays a vital role in the IMC outcomes for market growth and financial returns. SMEs and larger companies implement IMC with different levels of effectiveness. SMEs with IMC implementation can gain an advantage over larger rivals and improve their market position. Moreover, the study generalizes the results by applying inter-country context.

This is a pioneering study of the complex IMC outcomes model under firms' size moderate conditions. The research applies an inter-country context.

This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The study also intends to identify whether the consumer's previous experience with such brands may impact BCL.

Twenty-eight global and local brands were used to test the hypotheses by conducting a survey with 400 consumers in the emerging economy of Iran. The authors applied a quantitative technique of brand classification, previously proposed in the literature. After categorizing the brands as local, global or glocal, one-way ANOVA, Tukey post hoc and t-test analyses were performed to identify whether the different types of brands had different BCLs.

The results showed that brand clarity was significantly higher for local bands than for global or glocal brands and that it was higher for glocal bands than for global brands. Furthermore, the consumer's prior experience with a brand had no impact on BCL for different types of brands.

For global brand managers, it is essential to know that local brands in Middle Eastern emerging markets may have more brand clarity than global brands. Therefore, if global brands intend to enter these markets, adopting a glocal positioning appears to be a helpful strategy. Besides, the results suggest that managers should analyze brand categorization from the consumer's perspective, i.e. from a subjective instead of an objective perspective.

This was the first study analyzing the BCL of local, global and glocal brands and identifying significant differences in their BCL.

This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual.

This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed.

The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand.

This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.

El presente trabajo persigue contribuir a la literatura sobre marcas al tratar sobre las marcas locales y las marcas glocales, puesto que éstas han estado menos estudiadas que las marcas globales.

Definimos un modelo que relaciona las creencias de marca (la calidad de marca, la imagen de marca, la familiaridad de marca y la marca como señal de valor social), las actitudes de marca y las intenciones de compra de la marca, probamos el modelo con una muestra de diferentes categorías de marcas de consumo (local, global y glocal) y analizamos la influencia del tipo de marca en estas relaciones.

Nuestros resultados sugieren que la calidad es el impulsor más importante de la actitud hacia la marca, para cualquier tipo de marca, y que la relación entre la calidad y la actitud hacia la marca, así como entre la actitud hacia la marca y la intención de compra es más débil para una marca glocal que para una local o global.

La investigación proporciona nuevas evidencias empíricas en relación a la influencia del tipo de marca (local, global o glocal) en las asociaciones de marca y en la configuración de las actitudes hacia dichas marcas y en su intención de compra. Nuestro trabajo es de interés también para los directivos de marketing ya que les puede permitir desarrollar mejores estrategias de posicionamiento para marcas locales, globales o glocales.

Marca global, Marca local, Marca glocal, Teoría de las señales, Actitud hacia la marca, Intención de compra

Trabajo de investigación

This chapter deals with the development of banking in the Crown of Aragon from the end of the thirteenth century through the establishment of money changers, which followed similar patterns as in other Western European territories. It starts with a review of existing literature and follows with an explanation on the different banking services provided by money changers and the specific legal framework that supported such activities. It then examines the geographical distribution of private banks in cities and towns within the domains of the kings of Aragon, as well as their evolution throughout the fourteenth century. After that, it offers an analysis of the most common professional profiles among these bankers and financers. Finally, drawing on a heterogeneous pool of unpublished data, it seeks to shed light on the diversity of investors and clients of these establishments, a crucial proof of their role in integrated financial markets.

An overview of the current use of handwritten text recognition (HTR) on archival manuscript material, as provided by the EU H2020 funded Transkribus platform. It explains HTR, demonstrates Transkribus, gives examples of use cases, highlights the affect HTR may have on scholarship, and evidences this turning point of the advanced use of digitised heritage content. The paper aims to discuss these issues.

This paper adopts a case study approach, using the development and delivery of the one openly available HTR platform for manuscript material.

Transkribus has demonstrated that HTR is now a useable technology that can be employed in conjunction with mass digitisation to generate accurate transcripts of archival material. Use cases are demonstrated, and a cooperative model is suggested as a way to ensure sustainability and scaling of the platform. However, funding and resourcing issues are identified.

The paper presents results from projects: further user studies could be undertaken involving interviews, surveys, etc.

Only HTR provided via Transkribus is covered: however, this is the only publicly available platform for HTR on individual collections of historical documents at time of writing and it represents the current state-of-the-art in this field.

The increased access to information contained within historical texts has the potential to be transformational for both institutions and individuals.

This is the first published overview of how HTR is used by a wide archival studies community, reporting and showcasing current application of handwriting technology in the cultural heritage sector.

The aim of this paper is to introduce the special issue of the International Journal of Manpower on capabilities, work and human resource policies and practices. After presenting the main concepts of the capability approach, inspired by Amartya Sen's work, the paper goes on to review the major findings of the contributions to this issue.

Bringing together economists and sociologists, the special issue develops a relevant range of qualitative and quantitative research methods.

The special issue adopts the capability approach as a yardstick to assess corporate policies from the combined perspective of economic and human development. It asks how firms can contribute to developing sustainable human capabilities at work.

Human resource management is mainly oriented towards optimising workers’ labour for the benefit of employers and shareholders. The papers in this issue provide some well‐documented suggestions on how to break with a reductionist understanding of employees as “human capital”, considered from the sole viewpoint of economic efficiency, by introducing a shift in perspective towards an integrated approach, embracing both economic and human development.

The purpose of this paper is to analyse how company policies and strategies affect career development opportunities.

A longitudinal approach is used, combining quantitative and qualitative data. Panel quantitative data have been used to classify different career paths, and biographical interviews conducted to identify the effects of company policies on these career paths. All the employees interviewed were working in two service organisations in Barcelona (Spain): a retail company and a public transport company.

The results of the analysis show that the combination of new organisational methods, along with the human resource policies developed by the companies, reduces the opportunities for promotion and also actors’ degree of control over transitions. Thus, career development is mainly marked by individual characteristics (educational credentials, age and gender) which are difficult or impossible to transform, and to a much lesser extent by the resources (mostly internal training) companies provide.

The article uses the capability approach as an analytical tool to address three specific company policies: those related to work organisation and working conditions; training; and appraisal and promotion. These policies are placed in a longitudinal perspective as a way of assessing their role in the development of workers’ careers.

This is the second of two papers which examine the Italian and Spanish textile‐clothing sector. The purpose of this paper is to focuse on the key factors in the international performance of textile manufacturing companies.

In order to compare Spanish and Italian cases, the empirical study used a standardized questionnaire for collecting data. The cases analysed are respectively geographical zones with a great tradition in textile‐clothing industry in their country, Catalonian (in the Spanish case) and Lombardian business (in the Italian case).

It was found that international experience is the main factor in the export performance for both cases but investment in R&D and export experience have been the keys for explaining the major export performance of the Italian businesses.

The sample is formed basically from small textile‐clothing business (with less than 500 employees).

The paper is of value in that it provides a comparative study of the main factors that have affected the export performance of the Spanish and Italian businesses. A wide range of factors has been studied, including characteristics of the business, such as size, dispersion of sales and export experience.

This is the first part of two papers which examine the Italian and Spanish textile‐clothing sector The purpose of this paper is to analyse the key factors in the international performance of textile manufacturing companies.

The paper provides a comparative study of the main factors that have affected the export performance of the Spanish and Italian businesses. A wide range of factors has been studied, such as size, dispersion of sales and export experience. In order to compare Spanish and Italian cases, the empirical study used a standardized questionnaire for collecting data. The cases analysed were respective geographical zones with a great tradition in textile‐clothing industry in their country, Catalonian (in the Spanish case) and Lombardian business (in the Italian case).

It was found that international experience is the main factor in the export performance for both cases but the investment in R&D and the export experience have been the keys for explaining the major export performance of the Italian businesses.

The sample is formed basically for small textile‐clothing businesses (with less than five employees).

The paper explains why the Lambardian textile‐clothing companies export more, in relation to total sales, than the Catalan companies in the same sector. The general character of the study suggests new future lines of investigation.

Mallorca is a traditional mass tourism destination that promotes golf tourism development in order to fight tourism seasonality and increase the tourist's average expenditure. Through a longitudinal study, the paper aims to analyze golf demand and its evolution; to evaluate the seasonal and economic impact of this type of tourism and to elaborate a prospective estimation of future trends.

The research was based on 1,271 personal interviews with golfers, 470 in 2005, 401 in 2001 and 400 in 1997, all conducted between March and September. 45 interviews with golf course managers were also conducted in order to obtain information related to future trends.

Golf tourism demand remains stable with minor changes with respect to profile of the players and seasonality. However, some changes have been identified: demand has stopped its growth rates; the use of tourism packages as a way of traveling and in the hotel use as accommodation has declined; the importance of the internet as a marketing channel and of the availability of low cost flights to choose a tourism destination has increased; and finally, a stagnation of the economic impact of golf tourism has been revealed.

This work advances the knowledge of golf tourism evolution. However, it probably suffers from the fact that it has been conducted in a specific destination. Therefore it would be convenient to compare the results with other destinations to generalize patterns.

The results emphasize the need for a multi‐product destination development approach in order to fight seasonality and the limitations to rely exclusively in a single segment.

This paper helps tourism destination managers review their destination marketing diversification strategies by taking into account the results obtained in Mallorca, one of the most important tourism resorts of the Mediterranean.