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One purpose of this paper is to emphasize the relationship between employees as brand ambassadors and the concept of an employer brand. Another is to consider cross-cultural employer branding in the context of global talent management. The authors also clarify the connection between organizational image, organizational identity and organizational reputation, and address how positive and negative brand reputation can affect an organization.

The authors use a literature review of findings with respect to topics such as competitive strategy and constructs from the literature on employer branding to identify some key research questions to address. They then consider cross-cultural employer branding and brand repair in the context of talent management, along with more key questions to address in each area.

A positive employer brand – with its strong contribution to brand reputation and to helping organizations attract and retain top talent to gain competitive advantage – is a key ingredient for organizational success. Employees are employer-brand ambassadors. Constant awareness of and attention to one’s employer brand can prevent a brand disaster. The payoff is that preventing damage to the reputation of one’s employer brand is much easier than repairing damage to it.

The purpose is to challenge researchers to think critically and analytically about employer branding, especially in the cross-cultural context. The editor plans to invite commentaries on this paper.

Es una revisión de la literatura. Tomando en consideración los resultados existentes se propone un proceso en tres etapas para ayudar a las empresas a recuperarse del efecto negativo en la marca de empleador resultante de conductas inapropiadas. Al final de cada sección se identifican cuestiones de investigación para el futuro.

Los autores llevan a cabo una revisión de la literatura sobre la marca de empleador, para resumir lo que se conoce e identificar preguntas de investigación que no han sido analizadas hasta el momento.

Los autores señalan la importancia estratégica de la marca de empleador y su efecto en la capacidad para competir en el mercado de talento. Se propone un proceso en tres etapas para ayudar a las empresas a recuperarse del efecto negativo en la marca de empleador resultante de conductas inapropiadas. Aún existen numerosas preguntas de investigación sin respuesta.

El artículo propone un proceso en tres etapas para ayudar a las empresas a recuperarse del efecto negativo en la marca de empleador resultante de conductas inapropiadas, e identifica preguntas de investigación a analizar en estudios futuros.

Marca de empleador, marca inter-cultural, reputación de marca, reparación de la marca, revisión de la literatura

Tipo de artículo – Artículo de investigación

É una revisão da literatura. Considerando os resultados existentes, se propõe um processo em três etapas para ajudar as empresas a se recuperar do efeito negativo na marca do empregador resultante de condutas inapropriadas. Ao final de cada seção se identificam questões de investigação para o futuro.

Os autores levam a cabo una revisão da literatura sobre a marca do empregador, para resumir o que se conhece e identificar perguntas de investigação que não foram analisadas até o momento.

Os autores destacam a importância estratégica da marca do empregador e seu efeito na capacidade para competir no mercado de talento. Se propõe um processo em três etapas para ajudar as empresas a se recuperar do efeito negativo na marca do empregador resultante de condutas inapropriadas. Ainda existem numerosas preguntas de investigação sem resposta.

O artigo propõe um processo em três etapas para ajudar as empresas a se recuperar do efeito negativo na marca do empregador resultante de condutas inapropriadas, e identifica preguntas de investigação a analisar em estudos futuros.

Marca do empregador, marca intercultural, reputação da marca, reparação da marca, revisão da literatura

Tipo de artículo – Artigo de investigação

This study aims to obtain insights based on empirical evidence that identify the key drivers and obstacles that lead companies to (re)/enter markets and distinguish the different paths SMEs take. This also provides deeper insights into internationalisation, success, failure and the potential for the re-internationalisation of the SMEs.

The authors used a qualitative research methodology based on six case studies and with recourse to semi-structured interviews with the senior managers of exporting SMEs.

The results report that SMEs with major investments deployed in their internationalisation processes, through recourse to high levels of bank financing, in association with the COVID-19 pandemic period, were not able to successfully overcome the process of internationalisation and culminating in their own bankruptcies.

This study shows how, despite such failures, the attractiveness and reputation of the brand, supported by the strategic vision and perseverance of new investors (entrepreneurs), enabled the rebirth of the brands and opening the door to their re-entering international markets.

Este estudio pretende obtener perspectivas basadas en pruebas empíricas que identifiquen los motores y obstáculos clave que llevan a las empresas a (re)/entrar en los mercados y distinguir los distintos caminos que siguen las PYME. Asimismo, se profundiza en la internacionalización, el éxito, el fracaso y el potencial de reinternacionalización de las PYME.

Los autores utilizaron una metodología de investigación cualitativa basada en seis estudios de casos y con recurso a entrevistas semiestructuradas con altos directivos de PYME exportadoras.

Los resultados informan de que PYMEs con grandes inversiones desplegadas en sus procesos de internacionalización, a través del recurso a altos niveles de financiación bancaria, en asociación con el periodo de pandemia COVID-19, no fueron capaces de superar con éxito el proceso de internacionalización y culminaron en sus propias quiebras.

Este estudio muestra cómo, a pesar de tales fracasos, el atractivo y la reputación de la marca, apoyados por la visión estratégica y la perseverancia de los nuevos inversores (empresarios), permitieron el renacimiento de las marcas y abrieron la puerta a su reentrada en los mercados internacionales.

Este estudo procura obter insights com base em evidências empíricas que identifiquem os principais drivers e obstáculos que levam as empresas a (re)/entrar nos mercados e distinguir os diferentes caminhos percorridos pelas PME . Isso também fornece insights mais profundos sobre internacionalização, sucesso, fracasso e o potencial para a re-internacionalização das PMEs.

Os autores utilizaram uma metodologia de investigação qualitativa baseada em seis estudos de caso e com recurso a entrevistas semiestruturadas a quadros superiores de PME exportadoras.

Os resultados dão conta de que as PME com grandes investimentos efetuados nos seus processos de internacionalização, através do recurso a elevados níveis de financiamento bancário, em associação com o período de pandemia COVID-19, não conseguiram ultrapassar com sucesso o processo de internacionalização e culminando na sua própria falências.

Este estudo mostra como, apesar de tais falhas, a atratividade e a reputação da marca, apoiadas na visão estratégica e na perseverança de novos investidores (empreendedores), permitiram o renascimento das marcas e abriram as portas à sua reentrada nos mercados internacionais.

The purpose of this paper is to understand the precursors of corporate reputation (CR) and their impacts on brand equity (BE), and to analyse the moderating role of corporate social responsibility (CSR) perceptions.

This study proposes a theoretical model which is tested using structural equation modelling. In total, 464 valid questionnaires were collected from a sample of customers of the biggest union of dairy cooperatives of the Iberian Peninsula.

Results show that the better the reputation, the higher the BE; however, these findings are more robust among customers with higher perceptions of CSR.

This study is based on cross-sectional data from a single company.

The results may help managers build a better reputation and therefore increase their BE. CSR practices are essential to reinforcing this relationship.

This paper contributes to the competitiveness of a type of organisation which is closely associated to the social structure of the rural population.

The results may help cooperatives’ managers to increase CR and BE. The emphasis is on the need to adopt CSR practices.

O objectivo desta investigação é compreender os antecedentes da reputação corporativa (CR) e seus impactos sobre o valor da marca (BE) e analisar o papel moderador das percepções da responsabilidade social das empresas (RSE).

Este estudo propõe testar um modelo teórico utilizando a modelagem de equações estruturais. Quatrocentos e sessenta e quatro questionários válidos foram recolhidos de uma amostra de clientes da maior organização corporativa de lacticínios da Península Ibérica.

Os resultados mostram que uma melhor reputação faz aumentar o valor da marca (BE). No entanto, estes resultados são mais robustos entre os clientes com percepções mais altas de Responsabilidade Social Corporativa.

Esta pesquisa é baseada nos dados transversais de uma empresa.

Os resultados podem ajudar os gestores a construírem uma reputação melhor e portanto, aumentarem o valor da marca, sabendo que as práticas de RSE são essenciais para fortalecer esse relacionamento.

Este trabalho contribui para a competitividade de um tipo de organização que está associada à estrutura social da população rural.

Os resultados podem ajudar os gestores das cooperativas a potenciarem a melhoraria da reputação corporativa e do valor da marca. A ênfase é sobre a necessidade de adoptar práticas de RSE.

The paper aims at a commentary on Graham and Cascio, “The employer-branding journal: its relationship with cross-cultural branding, brand reputation and brand repair”.

Based on the authors’ statement that “people make the brand”, this paper discusses elements of brand making and brand breaking.

Specifically, the paper discusses the creation of the employer brand, the positives and negatives of employees as brand ambassadors and the manner in which word-of-mouth information influences brands.

This commentary reflects on Graham and Cascio’s work and concludes with suggestions for future research.

El objetivo de este artículo es comentar el artículo de Graham y Cascio que lleva por título “The Employer-Branding Journal: Its relationship with cross-cultural branding, brand reputation, and brand repair.” En concreto el artículo analiza su afirmación de que “la gente hace la marca” y discute elementos relativos a la creación y rotura de la marca.

Este es un comentario individual que explora varios aspectos de la marca del empleador.

Este artículo explora los aspectos positivos y negativos de los empleados como embajadores de la marca, y la forma en la que la información transmitida de boca en boca influye en las marcas.

Contribuye mediante la descripción de los aspectos positivos y negativos de los empleados como embajadores de la marca, y sugiere oportunidades adicionales para la investigación sobre la marca del empleador.

Marca del empleador, Reputación corporativa, Identidad organizativa, Cultura organizativa, Marketing boca a boca

Comentario

O objetivo deste artigo é comentar o artigo de Graham e Cascio que é titulado “The Employer-Branding Journal: Its relationship with cross-cultural branding, brand reputation, and brand repair.” Em concreto o artigo analisa sua afirmação de que “as pessoas fazem a marca” e discute elementos relativos a criação e quebra da marca.

Este é um comentário individual que explora vários aspectos da marca do empregador.

Este artigo explora os aspectos positivos e negativos dos empregados como embaixadores da marca, e a forma em que a informação transmitida de boca em boca influi nas marcas.

Contribui mediante a descrição dos aspectos positivos e negativos dos empregados como embaixadores da marca, e sugere oportunidades adicionais para a investigação sobre a marca do empregador.

Marca do empregador, Reputação corporativa, Identidade organizacional, Cultura organizacional, Marketing boca-a-boca

Comentário

The purpose of this paper is to identify the characteristics of Brazilian personality, associating them with the cordial man of the book Raízes do Brasil (Roots of Brazil). In addition, it aims to present an agenda for future management studies, suggesting works in several managerial areas which may be influenced by traits of the Brazilian personality.

A systematic review of studies on Brazil’s image was developed, so that it was possible to identify the main characteristics of the Brazilian personality. The main personality traits found were compared to those identified in the cordial man, from the book Raízes do Brasil.

The results indicate the main traits of Brazilians’ personality: sensual, cunning, cheerful, creative, hospitable, friendly and cordial. These traits are directly related to cordiality, mentioned in some studies, and also indirectly through words alluding to the character of the cordial man. These traits are related to the Brazilians image abroad and have created a confused image of Brazil.

Regarding the theoretical contribution, the future studies agenda presented suggests the development of papers that relate Brazilians’ personality traits to other areas besides tourism, such as negotiation, organizational culture, exports, foreign direct investment, talent attraction and public diplomacy.

This study indicated that in practice, the Brazilian Government should develop marketing actions to promote a more consistent image of Brazil, reinforcing its positive aspects and creating new associations that allow Brazil to bring not only tourists but also residents, companies and investors for the country. These positive aspects, regarding the country citizens, can be their affability, hospitality, extraversion and generosity, which can improve the foreigners’ impressions on Brazil.

The originality of the study is to relate the concept of cordial man to the Brazilian people, showing the main features of their personality and also in the elaboration of an agenda indicating suggestions for future studies that relate the personality traits of Brazilian people with other areas.

The purpose of this paper is to discuss the different approaches to the corporate reputation construct, in order to identify a comprehensive definition that can be used for measurement purposes, gaps identified by previous literature identified.

This is a theoretical essay. The authors analyzed studies that involve the relationship between corporate reputation and organizational performance, and the attributes of national and international corporate reputation ratings.

The authors identified a more comprehensive definition for the reputation construct, and indicated courses for the construct’s measurement, by considering: the judgment by the stakeholders (internal, suppliers, clients and the financial market); periodical evaluations under different organizational perspectives; attention to theoretical assumptions, among other aspects.

The study is a theoretical paper that presents that the research field has many definitions that cannot be used interchangeably. It indicated how the reputation construct should be operationalized for measurement purposes. This study presented a reflection on the relationship between corporate reputation and performance, showing that it is not a settled topic in the academy.

The study advances the understanding of the reputation construct measurement, considering the adopted definition and the discussion of the attributes of the main ratings on corporate reputation. The adoption of a measurement method that takes into account the definition used in this study and the features of the methodologies discussed will improve the corporate reputation assessment.

Literature indicates that a good corporate reputation can affect organizational performance and the inverse relationship is also true. As a social implication, it is extremely relevant to improve the understanding the definition and measurement methods of this construct.

This study discusses one of the most important intangible resources for organizations, contributing to the understanding of the difference between the market value and the book value of public companies. Besides it should be considered that there is one lack of a definition directly related to the measurement of the reputation construct in the literature, a gap in which this study contributes.

The purpose of this study is to verify whether managers’ strategic orientation influences decision-making related to differentiation and whether these two factors impact on the performance of the firms in the Brazilian wine industry.

A survey was conducted with representatives from 123 wineries located in the following Brazilian states: 78.86 per cent in Rio Grande do Sul; 13.01 per cent in Santa Catarina; 2.44 per cent in Paraná; 2.44 per cent in São Paulo; 1.63 per cent in Bahia; and 1.63 per cent in Pernambuco. The data were analyzed using multivariate statistical techniques, resulting in a structural equations model of the constructs.

The research findings show that there is a positive association between prospector orientation and differentiation. Analyst positioning was negatively associated with differentiation of winery companies. It was also possible to show that differentiation has a positive relationship with performance.

While a previous study attempted to identify wineries’ strategic orientation using other theoretical constructs, this study makes a contribution to consolidating reflections on strategic orientation focused on differentiation and performance. The results contribute to expanding the scientific debate by filling a gap in existing theory and also provide information of use to decision-makers, demonstrating, which approaches improve differentiation, and hence, performance.

This paper aims to demonstrate how customer knowledge management (CKM) can assist destination management organizations (DMOs) in the smart management of the tourist experience to contribute to the creation of smart solutions and the promotion of smart tourism destinations (STDs). To accomplish it, a CKM conceptual framework aligned with smart tourism and composed of eight processes is developed to guide managers in this management.

This research adopts the design science research methodology and applies its steps. It was supported by a systematic integrative literature review on CKM models and frameworks and their main elements, as well as by semi-structured interviews with tourism specialists in the context of Santa Catarina, Brazil.

From the literature it appears that tourist experiences are customer knowledge essential to the improvement and innovation of tourism products and services, and that CKM, still little explored in this scenario, tends to contribute to the management of this crucial knowledge for smart tourism. The analyses and improvements to the structure developed by specialists show its applicability and contributions to the management of STD experiences.

This paper offers an original contribution to the integration of the theoretical constructs of CKM, tourist experience and STDs by showing how the CKM, from tourism experiences, technologies and social networks, can assist DMOs in the management of experiences and promotion of STDs.