Search results

As the third part of an article, this explores and reviews current trans‐national protection for brands in Europe. How have the recent European trade mark reforms impacted on the whole area? Looks at a pan‐European strategy which benefits the large players. Linguistic and cultural differences still affect the behaviour of the European consumer. Future applicants of a CTM need to understand these implications in order to follow a cost‐effective and practical means to safeguard their brands.

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Scans the top 400 management publications in the world to identify the most topical issues and latest concepts. These are presented in an easy‐to‐digest briefing of no more than 1,500 words.

According to a long‐running TV commercial, fresh cream cakes are naughty, but nice. Some people would argue that a portion of burger and fries warrants similar regard. Unfortunately, however, not everyone sees it that way and the fast food industry stands accused as being chiefly responsible for the US obesity crisis that is now also raising its ugly head in Europe. As a result, companies like McDonald's have come under increasing pressure to provide healthier alternatives to their standard fare.

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

This case study demonstrates how a start-up professional sport league, the Women's United Soccer Association (WUSA), successfully incorporated an interactive fan festival into its inaugural Championship Weekend. Prior to revealing the details of the WUSA event, the history and rationale of interactive fan festivals is outlined. Also highlighted are the key marketing concepts applied (relationship marketing, brand management, experiential branding) in order to assist sport properties interested in using the interactive fan festival as a marketing tool in the future.

I begin with a dispute over a fox hunt, by which to understand the law of tangible property, then develop that metaphor for the major types of intellectual property. I start with domestic U.S. patent law for the sake of concreteness, and generalize to other jurisdictions and types of intellectual property. In the latter parts of the paper I discuss the international implications of intellectual property, including especially the effects of information spillovers. The last part of the paper describes the hazards in analogizing “trade” in intellectual property rights to trade in goods, and particularly in interpreting international patent data. These hazards motivate the search for a structural model specially adapted to the purpose of valuing international intellectual property rights and rules. The goal is to give economists a simple and integrated framework for analyzing intellectual property across time, jurisdiction and regime type, with an eye towards eventually developing other incentive systems that have the advantages of property (such as decentralized decision-making), but fewer of the disadvantages.

The purpose of this exploratory study was to identify those corporate sales activities that lead to teams' higher rates of retention of corporate customers. Twenty-two of 29 National Basketball Association (NBA) teams participated. Teams were categorized based on their success at retaining corporate customers for the three-season period 1998-99 to 2000-01. Key conclusions that led to higher rates of customer retention were: 1) teams having total control over the sale of corporate inventory; 2) corporate sales staff training; and 3) teams understanding that customers needed assistance in the activation of sponsorship programs.

A pilot survey was conducted at two secondary schools in Nottinghamshire in order to determine lunchtime arrangements, expenditure, factors affecting food choice, the popularity of other foods and eating‐out places, the satisfaction with the dining room and the reasons for not using the cafeteria. A total of 839 questionnaires completed by the children were analysed. The survey revealed a decline in the use of the cafeteria with increasing age. The amount spent at lunchtime was a significant factor in indicating whether the child had a school meal. Variety was the main factor affecting food choice. Future research will examine in greater detail the non‐cafeteria user in order to develop targeting strategies for increasing school meal uptake.