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Article
Publication date: 1 December 2002

John Byrom, Cathy Parker and John Harris

This paper details work undertaken to identify and assess the skills needs of small, especially food‐related, independent retailers in the United Kingdom. The paper, part…

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2091

Abstract

This paper details work undertaken to identify and assess the skills needs of small, especially food‐related, independent retailers in the United Kingdom. The paper, part of a European Social Fund (ESF) assisted project: “Towards a healthy high street (II)”, considers the specific skills areas deemed to be lacking at present in the sector. From this, higher‐level learning materials will be developed which relate to the skills areas identified. The prime source of evidence for skills needs identification draws upon research undertaken as part of two previous ESF projects. The key aim of this paper is to combine and articulate the findings from this earlier ESF research with material published by practitioners, academics and government pertaining to the provision of training in this vital sector of the economy. Three key areas upon which to focus training in the sector are explored: “Building and sustaining competitive advantage”, “E‐commerce” and “Retail operations”.

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Education + Training, vol. 44 no. 8/9
Type: Research Article
ISSN: 0040-0912

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Article
Publication date: 20 October 2020

Sung-Yun (Ashley) Chung and John Byrom

This paper aims to investigate how brand identity is co-created, with a specific focus on how employees contributed to the process in a five-star hotel setting. The focus…

Abstract

Purpose

This paper aims to investigate how brand identity is co-created, with a specific focus on how employees contributed to the process in a five-star hotel setting. The focus of this study is on understanding how two hotels planned and executed their brand identity strategy simultaneously, differentiating one from the other and how employees actively participated in this process.

Design/methodology/approach

A longitudinal case study approach was adopted, centred on building the identity of two luxury hotels owned by a single company in Seoul, Korea. Various organizational documents were collected and analyzed to understand the brand identity of the hotels and how brand co-creation has been implemented. In addition, semi-structured in-depth interviews were conducted with 42 employees to understand the brand co-creation process from their perspective.

Findings

The brand co-creation process of the hotels was conducted simultaneously and evolved over the following four phases, with employees’ roles varying in each phase, namely, establishing a clear brand identity strategy; designing and selecting sensory identity; aligning organizational identity; and delivering brand identity through external communication. Employees that participated in brand co-creation enhanced their brand knowledge, developed emotional bonds with the brand and were motivated to deliver the brand identity. Furthermore, those that immersed themselves in the new brand identities were able to enable positive guest perceptions towards the brand image, which consequently enhanced employees’ pride in their work.

Research limitations/implications

This research advances the brand management literature in defining branding and brand identity elements, as well as emphasizing the importance of consistent branding. In addition, the current study expands the scope of internal branding, highlighting the process of brand co-creation and the role of employees as active participants. Moreover, it reveals that employees’ participation enhances not only their brand knowledge but also their emotional bonds with the brand. The proposed conceptual framework demonstrates the flow of branding elements, brand identity elements and the “infinite loop” of employee participation in brand co-creation.

Originality/value

The case study approach adopted here enables an in-depth investigation of employee participation in brand co-creation, including their different roles and activities in the process; a phenomenon that has not been adequately explored in previous research.

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Journal of Product & Brand Management, vol. 30 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 4 December 2017

Alexandros Skandalis, John Byrom and Emma Banister

The aim of this paper is to explore how spatial taste formation and the interrelationships between place and taste can inform the development of contemporary place…

Abstract

Purpose

The aim of this paper is to explore how spatial taste formation and the interrelationships between place and taste can inform the development of contemporary place marketing and/or place management strategies.

Design/methodology/approach

The paper draws on previous research conducted within the context of live music consumption and, in particular, within live musical spaces such as festivals and concert halls.

Findings

This paper illustrates how spatial taste formation can inform the development of topographies of taste which focus on the creation of field-specific experiences. It also offers insights for understanding the phenomenological uniqueness of various places and the role of place users and other stakeholders in the creation of place marketing and branding value.

Originality value

The paper elaborates upon the potential usefulness of spatial taste formation for place management and marketing research practice and draws out implications for future research. It advances a holistic and phenomenological understanding of place which illustrates how users’ perceptions of place are shaped by their experiences in various places and by the interplay of these experiences with their individual tastes and vice versa.

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Journal of Place Management and Development, vol. 10 no. 5
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 1 October 2003

John W. Pal and John W. Byrom

Reviews the academic and practitioner literature on retail operations and identifies five core elements of retail operations. Proposes a method by which managers can…

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10367

Abstract

Reviews the academic and practitioner literature on retail operations and identifies five core elements of retail operations. Proposes a method by which managers can examine ways of improving their operations by the use of a modified cause‐effect technique. Provides worked examples of the technique.

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International Journal of Retail & Distribution Management, vol. 31 no. 10
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 1 July 2001

John Byrom

Within many retail organisations it would seem that the current position of loyalty card schemes is such that they are at something of a crossroads. With a number of…

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7006

Abstract

Within many retail organisations it would seem that the current position of loyalty card schemes is such that they are at something of a crossroads. With a number of high‐profile retailers having terminated their schemes, and others seemingly unable or unwilling to achieve viable returns through the effective use of loyalty card data that are gathered, it appears timely to outline the potential applicability of such data for practitioners seeking to maximise their use and academics concerned with researching the phenomenon. The insights that can be gleaned from analysis of loyalty card databases arguably represent the most significant benefits of scheme implementation. To that end, this paper sets out the current use of such data in a (potentially) fruitful area, that of local marketing initiatives, and the prospective future use of such data therein. Drawing on earlier work that has considered the importance of the geographical nature of loyalty card data, illustrative models highlight how such data can be placed in the retail locational hierarchy and how they can be utilised in local marketing initiatives.

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International Journal of Retail & Distribution Management, vol. 29 no. 7
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 11 July 2016

Alexandros Skandalis, John Byrom and Emma Banister

The aim of this paper is to explore how the paradox of individualism/tribalism is brought into play and negotiated by consumers in the wake of the post-postmodern era.

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1533

Abstract

Purpose

The aim of this paper is to explore how the paradox of individualism/tribalism is brought into play and negotiated by consumers in the wake of the post-postmodern era.

Design/methodology/approach

The paper draws on netnographic and interview data from the Greek football manager (FM) online gaming community. FM is a simulation strategy game in which players act as “real-life” managers from the screen of their computer.

Findings

A central paradox and a set of four supporting paradoxes are identified. These paradoxes give rise to a transitional mode of experience, which lies on the borders of reality and fantasy, and is realised both at the individual and the tribal levels.

Originality/value

This study makes a threefold contribution. First, it advances the understanding of the paradoxical aspects of consumption experiences in light of post-postmodern consumer culture. Second, it shows how these paradoxes are negotiated by consumers between individual and tribal levels. Third, it extends the understanding of the nature of consumption experiences through the development of the concept of the transitional consumption experience.

Details

European Journal of Marketing, vol. 50 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 9 March 2015

Cathy Parker, Simon Quin and Gareth Roberts

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226

Abstract

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Journal of Place Management and Development, vol. 8 no. 1
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 29 February 2004

W A Janvier and Claude Ghaoui

This paper discusses an evaluation study of WISDeM, an interactive Distance Learning Tool. It covers the evaluation rational, details of usability evaluation, designing…

Abstract

This paper discusses an evaluation study of WISDeM, an interactive Distance Learning Tool. It covers the evaluation rational, details of usability evaluation, designing the evaluation, the objectives and respondents, the study, the raison d’être for the questions asked and basic assumptions, what needed to be evaluated, the execution of the evaluation, its results and conclusions. The evaluation results indicated that Communication Preference and Learning Styles matching between a computer interface and the student user is likely to enhance his/her ability for memory rehearsal, learning and knowledge recall more effectively than without it.

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Interactive Technology and Smart Education, vol. 1 no. 1
Type: Research Article
ISSN: 1741-5659

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Article
Publication date: 1 December 2002

Richard Hudson‐Davies, Cathy Parker and John Byrom

The small‐ to medium‐sized enterprise (SME) retailing sector in the UK is facing challenging times. In order to help the sector meet these challenges a number of…

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1115

Abstract

The small‐ to medium‐sized enterprise (SME) retailing sector in the UK is facing challenging times. In order to help the sector meet these challenges a number of initiatives have been set up primarily with the intention to train, develop and support SME retailers through these times of change. Nevertheless, although a number of schemes exist at the European, national, regional and local levels, their ability to engage with the sector and facilitate change is questionable. Many of the training schemes and advice services are just not perceived by SME retailers to be relevant to their needs. In this paper, we suggest that a practical alternative to many of the structured and formal approaches currently on offer is that of mentoring. By reviewing the literature pertaining to the method and by presenting SME applications of mentoring we develop a framework for mentoring in the SME retail sector.

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Industrial and Commercial Training, vol. 34 no. 7
Type: Research Article
ISSN: 0019-7858

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Article
Publication date: 1 October 2000

John Byrom, John Harris and Cathy Parker

The independent retail sector is a sector defined as “at risk” at both the European and national (UK) level. A number of recent initiatives, from benefactors such as the…

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2271

Abstract

The independent retail sector is a sector defined as “at risk” at both the European and national (UK) level. A number of recent initiatives, from benefactors such as the European Social Fund (ESF) and the University for Industry (UfI) have identified training and development of this sector as a priority objective in terms of improving economic prosperity, competitiveness and employability. Seeks to review the training needs and the types of training and development currently available to this sector in terms of materials and learning delivery systems. The purpose of this review is to audit current provision and disseminate the findings for the benefit of educational institutions and training providers who are currently involved, or wish to be involved, in sustaining the independent retail sector through training and development.

Details

Journal of European Industrial Training, vol. 24 no. 7
Type: Research Article
ISSN: 0309-0590

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