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Reviews the latest management developments across the globe and pinpoints 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.

In any competitive market, advertising invariably has a key role to play. Companies that get it right reap the rewards, while others risk ending up among the also‐rans. No wonder many organizations invest so heavily in their marketing activities. Few spend more than those in the automotive sector, where manufacturers fight to prosper against a background of changing market conditions that bring new pressures and demands. We all accept that building and sustaining brand reputation is tough enough at the best of times, so achieving the objective within such a challenging environment is clearly something else. As car ownership continues to soar, it's little wonder that most people in industrialized nations regard buying a motor vehicle as a major investment. To the vast majority, only the purchase of a house involves greater financial outlay. Buyers therefore don't take decisions lightly and choice often only emerges after a complex elimination process that involves a series of stages.

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 paper is to explore the brand core and its management over time. The aim is to develop a framework for managing the core of a brand for continuity and change.

A longitudinal case study of the Volvo brand’s core and its management serves as the empirical basis for a qualitative analysis of the “brand core” using rhetorical perspectives.

The management of the brand core for both continuity and change is an unsolved paradox in strategic brand management literature and practice. Existing conceptualisations offer little or no guidance regarding managing a brand’s core over time. The Volvo brand has evolved by adding and shifting mindsets, which has kept its core surprisingly stable.

The new framework mitigates a paradox and, by defining the brand core as a point of reference, allows for brand management to address both continuity and change and consider a range of stakeholders while doing so. The integration ofs rhetoric into the framework makes it applicable to product, service and corporate brands, or indeed anything that can be considered a “brand”. The brand core is defined as “an entity of core values and a promise”.

By shifting perspectives on a brand’s core over time, change and development are stimulated while preserving its inner values and promise.

The brand core framework integrating rhetoric theory was supported by a longitudinal case study to resolve a strategic brand management paradox.

By early 2009 Starbucks had nearly 17,000 stores worldwide, with about a third of these outside the United States. Despite multibillion-dollar annual revenues, the giant coffee retailer's yearly growth had declined by half, quarterly earnings had dropped as much as 97 percent, same-store sales were negative, and its stock price was languishing. Factors such as a global economic downturn and increasing competition in the specialty coffee market from large players such as McDonald's and Dunkin' Donuts had driven this decline, resulting in the closings of hundreds of domestic stores already, with many more planned. Founder Howard Schultz, who had recently returned as CEO, and his executive team were convinced that Starbucks's growth opportunities lay overseas, where the firm already had a strong foothold in markets like Japan and the United Kingdom and was preparing to open hundreds of new stores in a variety of locations. But recent international challenges, including the closing of most Australian stores due to sluggish sales, made clear that Starbucks had more to learn about bringing its value proposition—a combination of premium coffee, superior service, and a “coffeehouse experience”—to foreign soil. The key question was not whether Starbucks could transport its value proposition overseas, but how the value proposition's three elements would play in recently entered and new markets. And the stakes of making the right international moves rose with each U.S. store closure. Schultz and his team also faced a broader question, one that applied to both their U.S. and foreign stores: Could they “grow big and stay small,” remaining a huge retailer that delivered both high-quality products and a consistently intimate and enjoyable experience to consumers worldwide? This case presents this challenge in the context of Starbucks's history, well-established value proposition, and domestic and international growth and vision.

The key objectives of the case focus on the successful growth of local city brand, to a country brand, to a global brand, leaving the questions: 1. How much more can it grow? 2. Can it? 3. What is the impact of new competitors in a given market and/or the impact of the global economy on discretionary spending by a loyal customer base? 4. How important is it to the sustain a brand's core value(s) proposition when innovating for new audiences and customer preferences?

From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to increase online celebrity brand equity (OCBE) and follower's hotel booking intentions (FBI).

Paper-based and online surveys were used to collect data from 443 respondents who had been using TikTok and had followed at least one online celebrity on TikTok, while that online celebrity had reviewed one or more types of accommodation. A serial multiple mediation model was evaluated through covariance-based structural equation modeling.

The results confirmed the hybrid cognitive–affective and cognitive–affective–conative pathways among antecedents and components of OCBE and FBI.

From a CBR perspective, this study provides a serial multiple mediation model to increase OCBE via hybrid cognitive–affective pathways and to drive FBI via cognitive–affective–conative pathways. These sequential relationships contribute to the human branding literature by defining a mechanism of how online celebrities can efficiently attract followers, thus driving online celebrity brand loyalty and hotel booking intentions.

The results should be validated in other cultural contexts to generalize findings and broaden the range of target respondents to include international followers and those within other nations.

The purpose of this paper is to determine the impact that chief marketing executives’ (CMEs) mindsets about important marketing capabilities have on company performance.

The authors propose a structural model for analysing specialised, cross-functional and dynamic capabilities at the functional level of marketing. The model is tested by using a quantitative survey among CMEs. Additionally the authors conducted a cluster analysis with the purpose of identifying differences in CMEs’ mindsets about important marketing capabilities and the impact of these differences on company performance.

The study identified four categories of mindset about important capabilities. An investigation into the company performance profile of each mindset shows that integration and rejuvenation are central qualities of CMEs’ mindsets and important drivers for company performance. Hence, companies that have a CME who prioritises both brand management, product development and customer relationship management as well as a set of specialised and dynamic marketing capabilities will outperform companies that have a CME who focuses on only one area of cross-functional marketing capabilities.

Top managers, including CMEs, can use the typology of mindsets to analyse and critically reflect on their own ideas about important marketing processes and capabilities, but also as a tool for initialising change processes in their business unit or particular function (general management or marketing).

The study provides an original assessment of sets of marketing capabilities at the functional level of marketing, and of the link between dynamic and two cross-functional marketing capabilities (product development and customer relationship management).

After decades of successful expansion, The Reader's Digest Association's products were mature. With an average readership age for the flagship Reader's Digest magazine of 50.3 in 2004, efforts to develop new products had so far failed to entice a significant number of younger customers. Following a financial downturn in 1996, positive financial results remained illusive. Several major changes instituted by Thomas O. Ryder, CEO since 1998, including acquisitions, re-capitalization, restructuring and systematic re-engineering of the corporate culture, had proven mildly successful, but RDA, as well as the entire publishing industry, faced a persistent decline in profitability. Could RDA fulfill its stated mission to create “products that inform, enrich, entertain and inspire people of all ages and cultures around the world”, and could it do this by continuing to rely on the 80-year old Reader's Digest magazine?

The purpose of this paper is to examine how modularity manifests in the design of services. The study brings new insights on the organization of service firms by empirically exploring and theoretically advancing the intersection of modularity and service design.

The paper compares two companies that offer similar services in the same geographical region but represent polar case types. A framework grounded on extant literature is constructed and applied to the two cases to assess its practicality and provide theoretical insights.

The paper demonstrates the effects of modularity and integrality on a range of different analytical levels in service architectures. Taking a holistic approach, the authors synthesize and empirically deploy a framework comprised of the three most prevalent themes in modularity and service design literature: Offering (service concept), intra-firm organization (service delivery system), and inter-firm relationships (service network). They posit that service architectures require the examination of different analytical levels due to the complex and dynamic nature of service business. Additionally, the analysis provides new insights on the mirroring hypothesis of modularity theory to services.

The paper provides a conceptualization of service architectures drawing on service design, modularity, and market relationships. The study enriches service design literature with elements from modularity theory and elaborates on the theoretical implications of service modularity in general.

This paper aims to provide insights into the what, why, and how of recognising corporate brand crisis through a synthesis of organisational experiences with threats to brand reputation, and to offer guidelines for analytic approaches and suggested organisational actions.

The approach takes the form of a clinical set of examinations and interpretation of a substantial number of recognised corporate brand crisis situations. The analysis and suggested approaches in the paper have been tested with corporate executives and communications counselors in classrooms and private applied situations.

The main points are: reputational trouble can come in many forms, from many sources and many publics; the most serious situations are those that affect the distinctive attribute/characteristic – “the essence of the brand” – most closely associated with the brand's meaning and success. A number of specific examples illustrate this point. However, past and present corporate behaviour is the most significant element in a crisis situation. Authenticity plays a key role in building, sustaining, and defending reputation. From analysis of many corporate brand crisis experiences the paper finds that forthrightness in communications and substantive credible responses in the form of behaviour are most likely to restore trust and rescue a brand in crisis. The most important actions, however, are those taken to build a “reputational reservoir” as a strong foundation for corporate reputation.

Research on reputational troubles is rarely based on documented information from inside the affected/afflicted organization. Except when companies have successfully overcome such situations (such as Johnson and Johnson in the Tylenol tragedy), internal information is typically unavailable. Examination of media coverage and informal discussions with former executives can be mitigating substitutes.

The principal implications relate to: how an organization can assess the seriousness of an actual or prospective situation affecting its brand reputation; suggested approaches to the value and use of corporate communications and the salience of authenticity; and suggested actions in the face of brand crisis.

The paper provides an analytic approach to assessing the seriousness of threats to organisational brand reputation. It also examines actual reputational troubles in the context of corporate‐level marketing and corporate communications; and draws on extensive case studies and seminars in this area with experienced executives.

It is recognised that an organization’s corporate reputation is affected by the actions of every business unit, department and employee that comes into contact with another stakeholder. However, the means by which employees can be directed or encouraged to “live the brand” is an area which has received relatively limited coverage. This article explores the management actions that are required if employees are to support and enhance the organization’s corporate reputation. The study illustrates the pivotal role of staff in the corporate reputation management process and presents ways through which organizations can encourage commitment, enthusiasm and consistent staff behaviour in delivering the brand values.