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1 – 10 of 30Rose Du Preez, Michael Bendixen and Russell Abratt
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…
Abstract
Purpose
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).
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Practical implications
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.
Originality/value
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.
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Rose Du Preez and Michael Bendixen
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.
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
The study was conducted in a single emerging market. Future research should confirm the validity of this model in other markets.
Practical implications
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.
Originality/value
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.
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Russell Abratt, Michael Bendixen and Karen Drop
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…
Abstract
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.
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Rose Du Preez and Michael Thomas Bendixen
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…
Abstract
Purpose
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).
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Practical implications
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.
Originality/value
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.
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– This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
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.
Practical implications
The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.
Originality/value
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.
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Abraham J. Oberholster, Ruth Clarke, Mike Bendixen and Barbara Dastoor
The purpose of this exploratory, empirical study is to identify motivations for expatriation among religious and humanitarian (R&H) workers.
Abstract
Purpose
The purpose of this exploratory, empirical study is to identify motivations for expatriation among religious and humanitarian (R&H) workers.
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Originality/value
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.
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Michael Beverland, Julie Napoli and Raisa Yakimova
The paper seeks to provide a framework identifying key attributes that business marketers can use to build a strong brand identity.
Abstract
Purpose
The paper seeks to provide a framework identifying key attributes that business marketers can use to build a strong brand identity.
Design/methodology/approach
The article is theoretical with case examples.
Findings
Drawing upon the business marketing offer, five potential strategies for building brands in business markets are outlined.
Practical implications
The paper identifies a contingent approach to brand identity in business markets.
Originality/value
This is the first paper to identify a relationship between positioning, the buying process and brand identity in business markets.
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Richard J. Miller, Laura Munoz and Michael Mallin
This study aims to examine how contractual mechanisms, trust and ethical levels impact opportunism in marketing channel relationships between manufacturers and distributors…
Abstract
Purpose
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.
Design/methodology/approach
Survey data from 145 distributors were collected with 69 being transaction-based and 75 being relation-based interactions.
Findings
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.
Originality/value
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.
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Anna Blombäck and Björn Axelsson
Despite the increased focus on brands in B2B markets, little research to date has focused on understanding the role brands play in different B2B contexts. To make a contribution…
Abstract
Purpose
Despite the increased focus on brands in B2B markets, little research to date has focused on understanding the role brands play in different B2B contexts. To make a contribution in this area, the article aims to investigate whether, why and how corporate brand image plays a role in the selection of new subcontractors. This category of firms is particularly challenging to explore from a branding perspective, as their market offering is defined and designed by their customer and, further, not recognized by the customer's customer.
Design/methodology/approach
A qualitative interview study with respondents from nine companies (three subcontractors and six of their customers) was conducted. The interviews were semi‐structured and focused on considerations made by both buyers and sellers in sales and purchasing processes.
Findings
The study reveals that corporate brand image can be especially important when buyers need to identify new subcontractors. This process is only partly formalized, and due to limited resources and perceived risk, buyers need to rationalize the selection process. The brand's primary role is to attract interest and provide trust with regard to capacity, on‐time delivery and competence. Explicit communications, utilizing various elements such as plant orderliness, previous clients, the firm's website, etc., help build up the brand.
Originality/value
The paper illustrates that a corporate brand and branding perspective can be fruitfully applied in a subcontractor context. It promotes a deeper understanding of the complexity of decision making in B2B markets. The findings suggest that more conscious and proactive branding efforts could improve a subcontractor's business.
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