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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.

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.

A recurring theme in Government policy documents has been the need to change the culture of the NHS in order to deliver a service “fit for the twenty‐first century”. However, very little is said about what constitutes “culture” or how this culture change is to be brought about. This paper seeks to focus on an initiative aimed ostensibly at “empowering” staff in an English Primary Care Trust as a means of changing organisational culture.

It presents findings from an ethnographic study which suggests that this attempt at “culture change” is aimed at manipulating the behaviour and values of individual employees and may be interpreted as a process of changing employee identity.

Employees reacted in different ways to the empowerment initiative, with some resisting attempts to shape their identity and others actively engaging in projects to bring their unruly self into line with the ideal self to which they were encouraged to aspire.

The challenges presented by the need to respond to conflicting Government policies created tensions between individuals and conflicts of allegiance and identity within individual members of staff. Alternative forms of selfhood did not merely replace existing identities, but interacted with them, often uncomfortably. The irony is that, whilst Government seeks to promote culture change, the frustrations created by its top‐down target‐driven regime acted to mitigate the transformational and reconstitutive effects of a discourse of empowerment aimed at achieving this change.

Determinants of Electric Utility Betas. One important aspect of utility regulation is the estimation of cost of equity capital of the firm. Several techniques have been used to estimate the cost of equity, including the discounted cash flow model and the capital asset pricing model (CAPM). CAPM has its foundations in modern portfolio theory and its application has generated a lot of controversy — both from academia and the professional world. Much of the problem in using CAPM in utility rate cases has centered on the issue of estimating the beta coefficient. Myers (1972) points out that problems exist in the following areas: measurement of beta; stability of beta; and incomplete description of risk and return by CAPM. There is evidence to believe that CAPM is still widely used be expert witnesses to explain risk‐return relationships in utility rate cases (Cooley, 1980).