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The purpose of this study is to develop and test a comprehensive model for the outcomes of internal brand management (IBM), linking it to brand citizenship behavior (BCB) and intention to stay (IS) through job satisfaction (JS) and brand commitment (BC).

A comprehensive literature review is undertaken to develop the proposed model. The sample consists of three separate cases, a financial services firm, a multinational telecommunications company, both based in South Africa, and a regional grocery chain operating in the USA. Useable samples of 154, 96 and 241 were achieved for the three cases, respectively. In all cases, the majority of the respondents were customer contact employees.

The structural models showed some surprising results, the major one being that brand proselytization is not a component of BCB. Despite using the same instrument, the levers that drive IBM were different in each of the three cases and different from previous studies.

The results of this research indicate that IBM and BCB are contextual. This implies that a universal instrument to measure these constructs has yet to be developed, representing an interesting avenue for future research.

Regarding employees as internal customers and including them in various marketing initiatives and brand-orientated human resource practices (recruitment, induction and training) are key to a successful IBM program.

A comprehensive model for the outcomes of IBM was developed and tested, linking it to BCB and IS through JS and BC. It is the first time that research has been conducted with customer contact employees only.

The purpose of this paper is to develop a deeper understanding of the philosophy adopted by organizations in making the decision to outsource contact centers or not.

A phenomenological study was used to develop an understanding of industry participants’ experience of the outsourcing of contact centers in South Africa. Ten in-depth interviews were conducted. Content analysis identified key thoughts and common themes. This was used to develop a model for outsourcing.

Evidence was found to support three propositions developed from the literature regarding the reasons for and the unintended consequences of outsourcing. A model was developed to illustrate how costs can be reduced by outsourcing under different conditions of “headcount constraints” and “failure costs” of customer relationship management.

The study was conducted in a single emerging market. Future research should confirm the validity of this model in other markets.

Outsourcing contact centers can lead to a loss of control over CRM and internal brand management. This can be avoided by paying considerable attention to the governance of the contract. There are two key messages for managers: to resist the short-term attraction of potential cost savings and marketing must play an active role in the outsourcing decision.

New knowledge is provided about the philosophy adopted by organizations when outsourcing contact centers. A model is presented to guide managers in the outsourcing decision-making process.

Reports on the ethical beliefs of retail salespeople, managers and executives in South Africa. Little is known about the ethical perceptions of retailers despite the fact that retailing plays a vital role in the economy. A review of the ethics literature regarding retailing and sales is presented. A survey of 579 retailing employees was undertaken. Findings indicate differences in the ethical beliefs of salespeople when compared to managers. The specific differences are discussed, as well as implications and recommendations for retailers.

The purpose of this paper is to examine the extent to which internal brand management (IBM), a subset of internal marketing, impacts on the three dimensions of job satisfaction ( JS), brand commitment (BC) and intention to stay (IS).

A financial services company in Southern Africa was selected using convenience sampling. Exploratory factor analysis (EFA) was used to identify the dimensions of IBM, BC, JS and IS. Partial least squares path modeling was used to test the model and the hypotheses. The Mann-Whitney test was used to identify any statistically significant differences between frontline staff and management/support staff.

The EFA of the components of IBM did not yield the three expected dimensions. For service staff, IBM significantly contributes to JS, BC and IS. Internal brand communication is the most important contributor to IBM.

In common with others, this research uses a limited sample size in a specific geographic location. The results may differ if replicated in other geographies or organizations.

Executives and managers of financial service firms are advised to drive focussed IBM practices rather than waiting for it to become the passive consequence of human resource management.

Given the paucity of research into the practical application of IBM, the purpose of this research is to explore the impact of IBM on frontline employees in the financial services industry.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Internal brand management was a major contributor to job satisfaction, brand commitment and intention to stay for service staff at a Southern African financial services company. While brand identity and external brand communication play important roles in creating sound internal brand management, internal brand communication is the most important contributor.

The paper 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.

The purpose of this exploratory, empirical study is to identify motivations for expatriation among religious and humanitarian (R&H) workers.

A sample of 158 active expatriate Christian R&H workers from 25 countries, representing 48 international organizations, completed a survey with 45 reasons for expatriation, derived from literature on corporate expatriation, international volunteering, and international migration. Data analysis includes factor analysis and cluster analysis.

In total, eight latent motivation factors were found: career development; economics; international experience; escapism; altruism; outsider support; family life; and location. Workers in the not‐for‐profit sector are primarily motivated by altruism, and thus integrate organizational mission with personal purpose in their decision to work abroad. Using cluster analysis, four groups of humanitarian and religious workers in the Christian sub‐sector were identified: Caring Missionary; Focused Worker; Self‐Directed Careerist; and International Family Custodian. Workers from developed versus developing countries exhibit different motivators.

The findings provide insight into differences between developed versus developing country workers and between R&H workers. Recognizing the differences in motivation can assist international human resource managers in the effective recruitment, selection, training and development, career management, and support and encouragement of non‐profit organizations (NPO) expatriates. The authors provide propositions to be tested based on the application of self‐determination theory to expatriate motivation.

This exploratory, empirical study of Christian R&H workers extends the organizational and country context and builds on motivation for expatriation research to include this sub‐sector of workers from both developed and developing countries operating in global organizations. The findings provide new insights into motivation for expatriation and lead to propositions for future research.

The paper seeks to provide a framework identifying key attributes that business marketers can use to build a strong brand identity.

The article is theoretical with case examples.

Drawing upon the business marketing offer, five potential strategies for building brands in business markets are outlined.

The paper identifies a contingent approach to brand identity in business markets.

This is the first paper to identify a relationship between positioning, the buying process and brand identity in business markets.

The study here responds to the view that the crucial problem in strategic management (research) is firm heterogeneity – why firms adopt different strategies and structures, why heterogeneity persists, and why competitors perform differently. The present study applies complexity theory tenets and a “neo-configurational perspective” of Misangyi et al. (2016) in proposing complex antecedent conditions affecting complex outcome conditions. Rather than examining variable directional relationships using null hypotheses statistical tests, the study examines case-based conditions using somewhat precise outcome tests (SPOT). The complex outcome conditions include firms with high financial performances in declining markets and firms with low financial performances in growing markets – the study focuses on seemingly paradoxical outcomes. The study here examines firm strategies and outcomes for separate samples of cross-sectional data of manufacturing firms with headquarters in one of two nations: Finland (n = 820) and Hungary (n = 300). The study includes examining the predictive validities of the models. The study contributes conceptual advances of complex firm orientation configurations and complex firm performance capabilities configurations as mediating conditions between firmographics, firm resources, and the two final complex outcome conditions (high performance in declining markets and low performance in growing markets). The study contributes by showing how fuzzy-logic computing with words (Zadeh, 1966) advances strategic management research toward achieving requisite variety to overcome the theory-analytic mismatch pervasive currently in the discipline (Fiss, 2007, 2011) – thus, this study is a useful step toward solving the crucial problem of how to explain firm heterogeneity.

This study aims to examine how contractual mechanisms, trust and ethical levels impact opportunism in marketing channel relationships between manufacturers and distributors. Because the type of interactions, short-term or transaction-based vs long-term or relation-based, may also affect the level of opportunism, the study includes two scenarios to assess the impact of interaction type.

Survey data from 145 distributors were collected with 69 being transaction-based and 75 being relation-based interactions.

The sole use for transaction-based and relation-based interactions is not a significant deterrent for opportunistic behavior by a distributor. Ethical level is negatively related to opportunism in transaction-based interactions, perhaps because of calculative commitment. Trust positively moderates the relationship between contractual enforcement and opportunism in transaction-based interactions. Under relation-based interactions, the opposite occurs as trust reduces contractual enforcement efforts, and thus, opportunism is reduced as well. Ethical level negatively moderates the relationship between contractual enforcement and opportunism in transactional and relational based interactions.

Researchers have called for a more holistic approach to better understand phenomena. This study addressed that call by being the first to include contracts, trust, ethical level and opportunism within the context of the transaction and relation-based interactions between a manufacturer and a distributor. Contractual enforcement is not a significant deterrent of opportunism for transactional or relational interactions. Trust is negatively related to opportunism only in transaction-based interactions; perhaps, the threshold for acting opportunistically may be lower because of the short-term nature of the interaction. The ethical level is negatively related to opportunism in transaction and relational interactions.