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This study explores the relationship between brand image and brand equity in the context of sports sponsorship. Keller's (1993, 2003) customer-based brand equity models are the conceptual inspiration for the research, with Faircloth, Capella, and Alford's (2001) conceptual model – adapted from the work of Aaker (1991) and Keller (1993) – the primary conceptual model. The study focuses on the sponsorship relationship between the New Zealand All Blacks and their major sponsor and co-branding partner, adidas. The sporting context for the study was the 2003 Rugby World Cup held in Australia. Data were collected from two independent samples of 200 respondents, utilizing simple random sampling procedures. A bivariate correlation analysis was undertaken to test whether there was any correlation between changes in adidas' brand image and adidas' brand equity as a result of the All Blacks' performance in the 2003 Rugby World Cup. Results support the view that Keller (1993, 2003) proposes that brand image is antecedent to the brand equity construct. Results are also consistent with the findings of Faircloth et al. (2001) that brand image directly impacts brand equity.

By the end of this chapter, you should be able to demonstrate an understanding of:

The concept of brand purpose and ‘woke’ brand campaigns.

The theoretical underpinning of brand purpose.

Generation Z response to brand purpose and woke branding campaigns.

Founded in 2015, the Impact Valuation Roundtable (IVR) is an informal group of companies who wish to operationalise the emerging field of Impact Valuation. IVR participants consider Impact Valuation a groundbreaking approach to measure and value the effects of business activities on the health and well-being of people and the planet – in economic, environmental, social and human dimensions.

Impact Valuation can support large and small companies alike. It uses the language of business, supports strategic decision-making by adding fact-based insights into business operations and strengthens the communication and engagement of business with stakeholders. This is showcased in case studies from adidas, Ambuja Cements Limited, BASF, Cementos Argos, Maersk, Natura, Novartis, Syngenta and UPM.

Although there is an increased recognition of the benefits of Impact Valuation, comparability in the calculation and communication of the results of Impact Valuation assessments across companies is one of the key challenges to the credibility and uptake of the concept. The IVR supports and encourages the development of consistent frameworks and standards that strive for maximum commonality across industries, pragmatism in their application, and allow for scaling up.

As importance and interest rises, the IVR continues to welcome other practitioners willing to contribute knowledge and experience to accelerate convergence and mainstreaming of Impact Valuation.

Managerial intentionality has been assumed to be the most differentiating, but also the most neglected factor influencing internationalization. Although various scholars have emphasized its relevance, the key question still remains unanswered: What is managerial intentionality and why and how does it matter? Researchers share the view that internationalization paths are a joint outcome of environmental factors, path dependence and learning, and managerial intentionality. However, although managerial intentionality is argued to be an important factor, it is rather taken as a “given.” Therefore, we step back and take a closer look at its very nature and relevance for international business research.

Manufacturing companies today are part of a dynamic, globalized system of production and consumption. Globally dividing labor is now the predominant way of organizing business, but it is clear that the resource demands of linear supply chains have created vulnerability and harm in the system and beyond. The authors draw inspiration from ecology to explore the role of manufacturers in the transition from linear to circular supply chains. Borrowing the adaptive cycle model, originally developed to describe dynamic ecological systems, they employ case examples to illustrate the ways that supply chain management is being reimagined in the shift to a circular economy. This conceptualization uses the adaptive cycle to consider the transition from linear to circular supply chains as part of broader systems change, and the opportunities for manufacturers to play a transformative role in shaping a sustainable future.

This contribution conceptualizes the politicization of MNCs from outside – the processes by which MNCs become confronted with demands for regulation and engage in political contestation with other non-state actors. It compares two global industries, athletic footwear and toys, to show that the dynamics of politicization follow different trajectories, which are only partially to explain with structural differences across industry fields. If politicization leads to increasing political functioning of business or to a depoliticization of criticism depends to a great extend on the agency of business and their capacity to strategically counter mobilization, but also on the difficulties for activist to construct continuing collective action across a diverse range of cultural-institutional settings.