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The failure to manage the firm's brand successfully with trading partners is a potentially fatal obstacle to success in today's hypercompetitive global economy. Strong brands serve as an important point of differentiation for firms, assisting customers in their evaluation and choice processes. Considerable research exists on the branding of consumer goods, and the literature on business-to-business (B2B) brands and service brands is increasing. However, research on branding in the context of B2B services is relatively sparse. This paper integrates research in B2B brands and service brands to explore B2B service brands. The paper reports a multiple methods study of brands and brand management in the logistics services industry as a specific case of B2B service branding. The study addresses two research questions that are relevant for B2B service brands. First, how are brands perceived when the customer is an organization rather than an individual? Second, how do brands differentiate intangible offers that customers often consider as commodities? The first study reports data collected in an exploratory investigation comprised of depth interviews with representatives of logistics services firms and customers. The study supports the extendibility of Keller's brand equity framework into the B2B services context. The second study tests the framework using data collected in a mail survey of logistics service providers and customers. Results suggest that brands do differentiate the offerings of logistics service providers and that brand equity exists for this commodity-like B2B service. However, findings reveal differences in perceptions between service providers and customers. Specifically, brand image is a stronger influence on customers' perceptions of service providers' brand equity, whereas brand awareness is a stronger driver of the service providers' perceptions of their own brand equity. The paper discusses implications of these differences for managing B2B services.

Strategy Question: What do our customers really value in our products or services?

Summary: What is your niche? If you haven’t surveyed your customers to see what they really value (and how you rank in those areas) you don’t really know. This chapter will cover a simple way to quickly gain market perspective from key stakeholders. A confidential questionnaire is developed targeting internal and external groups. Internally those who interact with customers are selected. Externally, channel partners and end-users, including those of competitors, are sought for comment. Key areas are for ratings are developed and integrated into the questionnaire.

Public participation in policy-making can play a fundamental role in improving effectiveness via two mechanisms: strengthening the alignment between public needs and proposed measures, and increasing public consensus (and compliance) about them. It is, therefore, particularly relevant to foster public participation in sustainable mobility planning at the urban scale, as strongly recommended by the European Union, not only to avoid protests and resolve conflicts but also to find the best solutions for the city. Among many different tools and methodologies for implementing public participation, Living Labs have also shown great potential in enhancing the co-creation of strategies and measures for achieving sustainable mobility for both passengers and freight.

Through the analysis of the participatory process carried out by the municipality of Rome to support the definition of the Sustainable Urban Mobility and Logistics Plans, this chapter explores different involvement levels, tools and strategies in this field, with a particular focus on the innovative Logistics Living Lab developed in this city. This also contributes to filling a gap in the literature on how and to what extent citizens could or should participate in city logistics planning. The results of the analysis highlight that, despite these efforts, citizen participation in planning urban logistics is still a challenge that deserves additional effort and resources to be properly enhanced and improved and that a Living Lab offers great potential to meet this challenge. In turn, this case study could help policy-makers to identify solutions for more effective and acceptable measures to addressing city logistics and the externalities it generates.

In confining the COVID-19 pandemic, social distancing was key, with traditional, bricks-and-mortar retailing being shut-down for weeks, and have nearly universally moved into online channels. At the same time, online players have started to operate physical stores. This chapter provides an analysis of how COVID-19 has accelerated the digitalization of retailing, focusing on the shift towards the online and mobile shopping channel. On the basis of success stories and failures in retail business practice, lessons are distilled for developing effective future phygital scenarios.

The pace at which an organization is able to respond to changes that occur both within and external to the organization has always been a key driver for the success of the organization. In today’s ever-changing environment and volatile economy, it is crucial for organizations to be flexible and agile in order to survive and succeed. This case study traces the journey of Stanley Black & Decker, a global tools, storage, and appliances organization, on its success journey in the Middle East region. This organization has been able to enjoy continuous financial success and win a series of accolades over the years due to the following major strategic drivers: change management, agility, effective channel management, strong customer engagement, brand leveraging, and innovation as a corporate culture. An analysis of existing research indicates a good alignment with change management, agility, brand leveraging, and innovation while a slight deviation is noted in effective channel management and customer engagement.

The aim of this chapter is to approach marketing organization from a research perspective, research that reflects contemporary practices of the time. This is done through a review of some of the central texts in the field. The chapter starts by drawing attention to two previous attempts to review and revisit the field, two influential and frequently cited researchers and texts: Achrol’s (1991) frequently cited article entitled “Evolution of the marketing organization: New forms for turbulent environments” and Homburg and colleagues’ (2000) review a decade later entitled “Fundamental changes in marketing organization: The movement toward a customer-focused organizational structure.”

The chapter then reviews the field around 2010, leading into the author’s own concluding reflections on how circumstances internal and external to organizations have affected the organizing of marketing. The chapter argues that while some ideas and changes after 2010 might be viewed as new, other changes are apparently old changes in new shapes. Attention is drawn to six areas of marketing organization research that have emerged and taken a central position in marketing organization research: (1) the adaptation of marketing practice and organization to various business trends, (2) market- and customer-oriented organizations, (3) shifts in marketing’s general role and influence within the firm, (4) marketing’s strategic role and connection to business management, (5) marketing’s interactions with other internal functions, and (6) marketing organization and the application of a wider spectrum of organization theories.

Two major trends – demographic shifts in the working-age population, and the proliferation of web technologies – are having a profound and generally unrecognized effect on the nature and characteristics of work, and on opportunities for the mature workforce. Key features of the workplace point to seven broad work trends. These trends have significant implications for organizations and for older workers. Six interdependent organizational changes are central to the far-reaching effects on enterprises and operating approaches. These changing work characteristics require certain essential behaviors for mature workers to be successful in the contemporary work environment. Such a dynamic workplace provides opportunity to introduce new thinking and propose new models. Realigning organizational and workforce interests calls for developing solutions beyond the individual level, reorienting enterprise capabilities, and reframing of the organization development practitioner role as work ecosystem advisor. High-leverage strategies and systemic interventions, such as multiconstituent initiatives and action research, can be used to influence constructively the multifaceted world of work.