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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.

Several studies have proposed that small- and medium-sized enterprises (SMEs) lack resources and experiential knowledge to internationalise to distant markets. The authors argue that SMEs can handle the lack of these tangible and intangible internal resources through external collaborations; they can achieve success in international markets by collaborating with business partners. The role of inter-firm marketing collaboration and its impact on internationalisation efforts has not been thoroughly studied, particularly in the context of SMEs. This study will thus advance our understanding of SMEs’ inter-firm marketing collaborations and how they influence performance in international markets. In this chapter, authors conceptually develop this line of arguments through an extensive literature review and develop some hypotheses and a framework that can be empirically tested. The authors believe this framework will serve as a starting point for further studies on this topic. Theoretically, we endeavour to contribute by showing that firms can enhance their level of international performance through inter-firm collaboration. The authors believe this type of study would have considerable theoretical as well as managerial implications in this important field of research.

Traditionally, firms have been dependent on internal sources such as their own employees – and up to a certain extent, on some external sources, their customers – for innovation. However, in the current scenario of technological dynamism, firms are exploring multiple sources to generate ideas for innovation. Therefore, there is a need to understand the relative effect of various sources of innovations on a firm’s performance.

We offer a conceptual framework where we identify six distinct sources of innovations – firm, customers, external network, competition, macro-environment, and technology and how they create value for focal firms especially their brand equity. We introduce a taxonomy of various costs and benefits related to innovations. We then argue using our proposed taxonomy to understand the relative strengths of various sources of innovation affecting a firm’s brand equity.

We discuss and compare the relative effects of these sources of innovations on a firm’s brand equity by rank-ordering the sources. The customers and the technology as a source of innovation have the maximum impact on the firm’s brand equity followed by the marginal impact of macro-environment and external network of a firm. The firm itself has a moderate impact on its brand equity, while competition has the minimal impact. Further, we also discuss how the relationship is moderated by different innovation characteristics (nature and type of innovations).

The main practical implication is to create awareness among managers about various costs and benefits of the proposed six sources of innovations and their effects on brand equity. Managers would be able to prioritize their sources of innovation based on firms’ current needs, and whether to focus on lower costs or building higher brand equity in the scarce resource environment.

We offer a comprehensive list of six sources of innovation, build a conceptual framework wherein we discuss the relative strengths of these sources affecting brand equity.

The purpose of this study is to assess the effect of three key inter-firm orientations often regarded as central and challenging capabilities within the marketing literature namely (i) market orientation, (ii) entrepreneurial orientation and (iii) brand orientation and their effects on the business performance of a focal international SME.

The study is based upon a sample of 104 Swiss international firms and a questionnaire is used to capture their inter-firm marketing collaborations. Existing, well-established scales for market, brand, and entrepreneurial orientation were used and modified to capture the inter-firm dimension. The data was analysed using regression analysis.

Inter-firm market and entrepreneurial orientation have a significant positive influence of both market and financial performance. However, no significant impact was found for inter-firm brand orientation.

We show that collaboration within the marketing area is of critical importance for international SME in order to enhance their performance. Dealing with the increasing complexity and uncertainty in the global environment, we argue that international SMEs are especially dependent on improving their marketing collaborations in order to strengthen their competitive advantage. One main contribution is also to conceptualize and operationalize inter-firm marketing collaborations into a measurable empirical phenomenon, including scales that can also be used by other researchers in future studies.

This study investigates how organizations in Brazil address sustainability concerns through collaborative governance efforts with strategic stakeholders. Organizations from New Zealand were considered as benchmarks for comparison.

This study is based on a qualitative exploratory research, supported by semistructured interviews. Ten organizations are interviewed, five from each country. Thematic analysis is used to analyze the interview data. Central management practices adopted by organizations are presented, and the goals, benefits, and limitations associated with collaborative initiatives are investigated.

The findings reveal that organizations in Brazil and in New Zealand are employing similar management and sustainability practices. Companies in both countries observe that collaborative efforts with strategic stakeholders improve their ability to meet market demands and jointly develop innovative solutions toward sustainability goals while exchanging knowledge and enhancing their operational effectiveness. Organizations perceive a number of tangible and nontangible value creation outcomes from sustainability practices, such as brand and reputational gains, improved supply chain management, and risk management attainments. The results also present limitations, such as internal limitations of organizations concerning how their executives and general staff incorporate sustainability issues into their organizations’ strategic planning and operational decisions.

Market pressures toward greener and more responsible operations equally affected organizations in both countries, without differentiation in operation between an emerging country such as Brazil and a developed country such as New Zealand. Directions for future research are presented. These are based on how organizations measure sustainability outcomes of management practices and collaborative alliances, and how organizations map upcoming market demands and opportunities to deliver more value to society as the sustainable development debate continues to evolve.

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses related to the selected constructs. A model of the IMC was tested in a survey conducted among stakeholders in the selected field. Professionals responsible for communication and branding activities need to evaluate the relative contributions of the IMC in the B2B2C perspective.

This chapter describes the main issues in scientific literature related to industrial branding. First, we set the background focusing on industrial branding, followed by brand equity and measurement, and brand orientation in business markets. The second section relies on controversies and problems inherent in the gaps in theory and implementation of branding. The third section proposes several solutions and recommendations for academics and practitioners, followed by proposals for future research directions and conclusions. We also present a case study and several case questions arising.

The chapter proposes to investigate online reputation of hospitality brands and its measurements. Brand reputation is generally defined as an overall appraisal of a company by its stakeholders, which is the result of the company's past actions and predictions about the company's future (Ferguson, Deephouse, & Ferguson, 2000). Being viewed as the opinion shared among a group of stakeholders (Dowling, 2008), it plays an important role in the tourism industry. With the progress of Information Communication Technologies (ICTs), reviews and user-generated contents of destinations and of hospitality companies together with the related emerging brand reputation can influence consumers' behaviors and choices. Brand reputation analysis could be more useful in the hospitality brand management when integrated with brand image and brand identity analysis, mainly because in tourism businesses and destinations, brands are typically affected by an inherent fragility determined by the service nature of products (Casarin, 1996). According to Biel (1991), the meanings that consumers assign to a brand are synthesized into brand associations formed by the components perceived to underlie the brand's image. As well as brand reputation, strong, positive and unique associations reinforce a brand and increase its equity that requires significant internal brand identity efforts, which should create a corresponding brand image through integration in overall marketing programmes (Keller, 2003). It makes sense to develop an analytical research approach that compares online brand reputation (OBR) with brand association matching as a measure of the alignment between brand identity and brand image in hospitality companies. This comparative analysis emerging from brand reputation, brand image and brand identity analysis can reveal divergent situations (i.e., high brand reputation and low brand association matching) and orient brand managers in reviewing online brand communication. Brand reputation and brand image analysis will be contextualized in an online community as a social setting that is considered to be a new type of market (Muniz & O'Guinn, 2001). We focus on hospitality online communities populated by consumers and other actors such as influencers and bloggers: their brand perception could be separately compared with brand identity that we will extract from company communications including presentational information and brand-related press releases found on websites, nonfinancial narrative from annual reports, and interviews with managers published in mainstream media sources. In our analysis we will focalize on a cluster of luxury hospitality companies integrating a netnographic and text-mining techniques. We will use both the techniques in order to (1) extract and study brand associations in terms of brand reputation, brand image, and brand identity; (2) develop indicators of brand reputation and brand association matching; and (3) discuss their utility in the management of the hospitality company brands.