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Learning outcomes are as follows: understanding the difference between brand identity and brand image; applying various segmentation tools; understanding the appeal of the aspirational brand and its consequence on private and public consumption; exploring the strategic options available to a brand facing a brand appropriation; exploring the pros and cons of opposing a brand appropriation; and developing a plan for the implementation of this strategy.

This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive.

This case is designed to be used in marketing management, brand strategy or consumer culture course. Specifically, the case is designed for college seniors or master students with basic strategic marketing training. It should provide the basis of discussions on the topics of brand management, consumer culture, brand portfolio management, international marketing, repositioning strategy, brand architecture, brand equity, brand assets, brand appropriation and consumer relationships with brands.

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CSS 8: Marketing

This article focuses on psychosocial barriers to sexual health and their implications on the design and delivery of mass media‐based public health campaigns. A family planning campaign that attempted to address barriers to seeking sexual health information and services by promoting positive attitudes toward couple's communication about sexual health care is presented. Specifically, this article reports how the campaign conducted formative research to develop audience‐centered, culturally sensitive messages, particularly with young adults, aged 18‐24 as well as Hispanic young adults (aged 18‐24); and utilized mixed‐media to effectively reach at‐risk populations.

The present study aims to revalidate a measurement scale for organizational learning capability in the context of university faculty members. This is a particularly relevant context because it deals with knowledge‐intensive services. Following Chiva et al., organizational learning capability was conceptualized as a second factor construct including five dimensions: experimentation, risk taking, interaction with the external environment, dialogue and participative decision making.

Data were collected from the Instituto Tecnológico de Costa Rica, a leading university in Costa Rica. The survey was addressed to faculty members. A total of 795 valid questionnaires were obtained. Using confirmatory factor analysis, the construct measurement model was tested and the scale was validated.

The results show the internal consistency and the satisfactory factorial structure of the scale within the context of knowledge‐intensive services.

This validation of organizational learning capability measurement instruments has considered cultural differences (Spain vs Costa Rica), sectorial differences (industrial vs services), and the different educational background distribution of the sample. Another contribution of our study is the consideration of the non‐independence of observations through the complex Mplus method, since the samples in human resource research are affected by multilevel influences.

The aim of this paper is to present design management as a dynamic capability and to analyze its mediating role between organizational learning capability and product innovation performance in small and medium enterprises (SMEs).

Structural equation modeling is used to test the research hypotheses based on data from the Italian and Spanish ceramic tile industries. The data are derived from the responses of 182 companies (50 percent of the target population) to a questionnaire addressed to Product Development Managers and Human Resource Managers.

The results suggest that organizational learning capability enhances product innovation through the mediation of design management capability. The authors find an interesting interplay between organizational learning, design management capability and product innovation that can be very useful to better understand how to improve innovation performance. This finding shows that design management, as a dynamic capability, emerges from learning and allows the firm to adapt to environmental changes.

Several works have studied dynamic capabilities but without specifying the nature of these capabilities. More recent empirically‐based studies conceptualize and refer to specific dynamic capabilities. In this paper, the authors present design management as a dynamic capability. This study aims also to develop a better understanding of how organizational learning capability impacts on the product innovation performance of SMEs and how this relationship is mediated by design management capability.

The present study sets out to propose and validate a measurement scale that aims to capture the organisational capability to learn, based on a comprehensive analysis of the facilitating factors for learning. The organisational learning capability scale consists of 14 items grouped into five dimensions: experimentation, risk taking, interaction with the external environment, dialogue, and participative decision making.

Data were collected from eight Spanish ceramic tile manufacturers. The survey was addressed to shop floor workers. A total of 157 valid questionnaires were obtained, representing a response rate of 61 per cent. Using confirmatory factor analysis, the construct measurement model was tested and the scale was validated.

The results of the study indicate that the operational measure developed here satisfies the criteria for unidimensionality, reliability, and validity.

Because of the sample features, final results should be considered with caution. Further research is needed to validate the organisational learning capability scale in other contexts and addressed to other kinds of respondents. However, this study contributes to organisational learning research by providing a valid and reliable operational measure that is expected to help researchers in future theory testing.

The proposed measurement scale for organisational learning capability could be implemented as an audit tool. Thus, managers could unveil which organisational learning issues are strong and which are weak. This would provide guidance for improvement.

This paper provides a new measurement instrument for organisational learning capability.

This paper aims to present the concepts of two different ways of generating a dynamic structure of the urban system to further allow in understanding specific urban behavior facing against flood and further evaluate the potential effect of specific resilience strategies aiming to decrease the exposure and vulnerability of the system.

Two system dynamics model structures are presented in form of Casual Loop Diagrams.

The main differences among the tow approaches are the time horizon and the approach that regulates the assessment of the resilience through a dynamic composite indicator: the first model refers to baseline at initial simulation time; the second model is focused on the ratio service supply to demand.

Within the approach, the purpose is to properly and efficiently evaluate the effect of different Flood Risk Management strategies, i.e. prevention, defence, mitigation, preparation and recovery for consistent and resilient flood governance plans with different type of resilience scenarios.

The need for such tool is underlined by a lack on the assessment of urban resilience to flood as whole, considering the physical and social dimensions and the complex interaction among their main components. There are several assessment tools based on an indicator approach that have been proposed to meet this need. Nevertheless, indicator-based approach has the limitation to exclude the complexity of the system and its systemic interaction in terms of feedbacks’ effects among the identified components or variables selected for the system description. This peculiarity can be provided by System Dynamics modeling.

Taking as reference a sample of around a hundred biographical materials on entrepreneurs in Mexico and Colombia, the purpose of this chapter is dual. Both to show the relevance and varied modalities that the biographical approach has enjoyed in business history research since the 1990s, and to display the intrinsic potential this modality of scholarship entails for entrepreneurship endeavors. In particular, it discusses the prospects to incorporate this body of empirical works into the large Latin American audience attending undergraduate, graduate and executive education programs in business, economic history and related fields. The chapter is organized into three sections. The first two are devoted to illustrate relevant patterns in the entrepreneurial trajectory of individuals and entrepreneurial families studied in each of the two countries under consideration. The last section identifies some conceptual issues that may impact current debates on Latin American business development as exemplified in recent business and economic history journal venues and scholarly conferences.

This paper aims to define the efficiency achieved by urban transport companies in Spain concerning the resources they use, considering the type of management used for implementation, public-private, and size.

This study consisted of an analysis of the efficiency of 229 public-private urban transport operators during the period 2012–2021 using Data Envelopment Analysis, the Malmquist Index and inference estimators to determine productivity, efficiency change into Pure Technical Efficiency Change (PTECH), and scale efficiency change.

Based on the efficiency analysis, the authors concluded that of the 229 companies studied, more than 35 were inefficient in all analysed periods. Considering the sample used, direct management is considered significantly more efficient. It cannot be concluded that the size of these companies influences their efficiency, as the data show unequal development behaviours in the studied years.

This study provides arguments on whether there is a significant difference between the two types of management in the urban transport sector. It also includes firm size as a study variable, which has not been previously considered in other studies related to urban transport efficiency. Efficiency should be a crucial factor in determining funding allocation in this sector, as it encourages operators to optimize and improve their services.

The purpose of this paper is to determine a model for developing sustainable tourism in archaeological sites. A qualitative and quantitative approach has been assumed in order to test a model of market orientation, where 11 experts were interviewed and 122 employees of archaeological sites answered the e-questionnaire.

Partial least squares path modelling regression was employed to examine the measurement and structural model.

The findings have revealed that market orientation and innovativeness positively and significantly influence tourism sustainability, measured in economic and social terms. Besides, tourist functionality has been determined as an antecedent of market orientation.

This study is limited by the sample sizes of both researches. The model has second order constructs (market orientation, innovativeness and tourism sustainability) that include related concepts to increase parsimony and understand relations with other variables. As a result, separate effects of these dimensions have not been measured, which could report interesting findings in future-related studies.

The results suggest useful insights for managers to improve social and economic sustainability in archaeological sites. Innovativeness affects tourism sustainability, which reinforces the idea that offering technological and organisational innovations improve economic and social sustainability. Besides, it has been proved that market orientation is a necessary precondition to guarantee social and economic sustainability.

This paper assists scholars and practitioners by shedding light on the comprehension of tourism sustainability.