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The first purpose of this communication is to highlight retailers' current challenges related to branding as a value creation process. The second purpose is to identify existing organizational brakes that may slow down retailer brand building. The final aim is to indicate managerial and research priorities in retail branding.

The article confronts the conclusions of previous research and the findings of a longitudinal case study conducted with a major French retailer and brand experts between 2004 and 2011.

The authors identify managerial implications and four research priorities: cultural and organizational change, development and sharing of new capacities, customer behavior knowledge, and development of a strategic retailer brand building model.

The question of creating and sustaining retailer brands in the long term is addressed both from a managerial and academic perspective. The longitudinal case study illustrates how a major European retailer copes with branding issues and creates customer value thanks to its brands.

The FNEGE and then EFMD have been interested in defining a methodology that would make it possible to highlight the impact of a business school on its home territory. This has led to the development of the “Business School Impact System” (BSIS), which is introduced in this paper. The paper aims to discuss these issues.

The paper is structured as follows. The authors first present the methodological issues of the work that led us to develop the “BSIS” (EFMD, 2014). In a second section, the authors present BSIS in more detail.

Based on the exploratory interviews and the literature review, the authors could first identify three main categories of impact: the financial impact; the impact on the regional community; and the impact on attractiveness and image.

The first benefit of BSIS is linked to the creation of an information system on impact. Second, the BSIS process increases the awareness inside the business school regarding the significance of this issue. Third, the authors observe that for numerous members of the business school the question of the impact of their activity gives them a better image of their job, of what they are doing and why they are doing it. Fourth, the BSIS report constitutes a powerful tool for communication with the stakeholders. The final benefit lies in the reviewers’ recommendations on how to improve the impact of the business school.

Examines the viability of advertising within French schools, from the viewpoint of the teachers who work with it daily, using interviews and a questionnaire. Focuses on the Sponsored Education Material (SEM), which is a document created by a company for schoolchildren and can be in the form of pamphlets, videotapes or CD‐ROMs: SEMs deal with topics like road safety, nutrition and environmental awareness. Outlines the reasons why corporations use schools in this way: for instance, the children have to attend and to pay attention to the SEM, and a school gives the corporation a degree of legitimacy. Considers the issues involved of neutrality and bias, and of commercial values in relation to social values. Concludes that the teachers felt that they had not been trained sufficiently to take full advantage of the increased scope for SEMs.