Elif Karaosmanoglu

Corporate identity: concept, components and contribution

The purpose of this paper is to provide an overview of the corporate identity concept. This investigation initially provides a brief review of the literature and clarification of the various components of the corporate identity concept. Then, through a series of in-depth interviews with 32 individuals from twenty different organisations in different industries, it aims to develop an understanding of the benefits organisations believe can be derived from a strong identity. The study shows that many practitioners and academics believe that a virtuous corporate identity is pivotal to their success. Many interviewees stated that the benefits of a strong and positive corporate identity could boost employee motivation, increase the ability of the organisation to recruit and retain high quality employees, provide a strong base for organisational culture in the event of mergers and acquisitions, increase transparency of business practices, bring competitive advantage, help to develop better relationships with other businesses and aid investment into the company. The study recommends that businesses should try to develop systematic methods of measuring and managing their corporate identity.

Corporate brand transgression and punishing the transgressor: moderation of religious orientation

Purpose With the aim of developing a better understanding of why some consumers still excuse corporate brands that engage in transgressions, this study tests whether extrinsically religious people tolerate corporate brands more than intrinsically religious individuals at different transgression levels (severe and mild) and punish them less than the latter. Design/methodology/approach This study adopts a 2X2 experimental design to manipulate corporate brand transgression levels (mild vs. severe) and religiosity orientations (intrinsically religious vs. extrinsically religious) on a convenience sample of 134 subjects who live in Turkey, a country where Islam shapes religious context. It uses a scenario technique and projective approach. Findings While the main effect of corporate brand transgression on punishing behaviour does not appear in the analysis, religiosity’s main effect on the latter does. Unexpectedly, extrinsically religious consumers punish corporate brand transgressors more than their intrinsi...

Effects of Market Orientation on Cooperation Between R&D and Marketing

This paper aims to describe the effects of market orientation and innovation orientation on the cooperation between R&D and marketing and new product performance. Another purpose of this study is to address the impact of environmental context on the cooperation between R&D and marketing. Specifically two aspects are measured: market changes and technological changes. 232 questioners are collected from a convenience sample of marketing, sales or R&D department members from a variety of industries via online survey. The findings suggest that the effect of market orientation on the cooperation level between R&D and marketing. Interestingly responsive market orientation has been found to be the key for R&D and marketing cooperation for contexts where technology and market changes are perceived to be more turbulent. The results also reveal the importance of innovation orientation on new product success. The findings suggest that managers of turbulent market environment need to focus on tactical approaches while developing scenarios for long term new product strategies. Moreover it develops further insights for corporations to reveal the significance of the role of innovation orientations on new product performance.

The Impact of Corporate Brand Transgression on Punishing Corporate Transgressor: Moderating Role of Religious Orientation

Since branding is a social construct as much as an economic construct (Fan 2005), brands are considered as a part of modern-day social customer’s life. Therefore, corporate brands and their unethical behavior are scrutinized more closely. The examples such as Apple’s labor violations while producing iPhone in China or Samsung’s infringing on several patents and design of Apple products had significant effects on the brand–consumer relationships (Aaker et al. 2004; Paulssen and Bagozzi 2009) regardless of loss types and severity of transgressions.

Renault-Nissan: A Study into the Advantages of a Prior Strategic Alliance in the Development of a Post-merger Corporate Identity

This paper highlights the role corporate identity plays in merger and acquisition activity and examines the advantages of a prior strategic alliance in the development of a new corporate identity post-merger. This paper considers whether a prior strategic alliance could be of benefit in developing and installing a new post-merger corporate identity. In order to do this the framework that is suggested by Melewar and Jenkins (2000) is applied to the Renault-Nissan strategic alliance to analyse which areas in the formation of a new corporate identity are directly aided by the alliance. The potential success of a Renault-Nissan merger on corporate identity grounds is also considered.