Eugene D. Jaffe

Launching store brands in emerging markets: resistance crumbles

Purpose – Store brands, which were once only found on the shelves of developed countries, are now being introduced in emerging markets in increasing amounts. The purpose of this paper is to describe the store brand process as it is found in emerging markets. In doing so, the authors explain what are the forces that have led to the development of store brands in emerging markets and the sort of strategies that should be implemented.Design/methodology/approach – The paper provides comparative statistics showing the penetration of store brands in both developed and emerging markets. Then, the conditions that determine whether store brands should be adopted by retailers are identified and discussed.Findings – Five key factors have been identified that explain successful management approaches to introducing store brands in developed as compared to emerging markets. These include the number of store brand categories available, the quality of store brands, type of products, the manufacturers of the products and ...

Communicating a new corporate image during privatization: the case of El Al airlines

Purpose – The importance of corporate image management in the airline industry has increased substantially in recent years. More and more managers of airline companies have found themselves changing their companys corporate image in order to ensure a more modern and updated identity. The purpose of this case study is to trace the new corporate image communication design and implementation phases of the privatization process of El Al airlines.Design/methodology/approach – This article explores the transition process of a government‐owned airline with a popular‐national image to a private company with an exclusive‐national image, focusing on the implementation of its new corporate image communication process.Findings – The case study described here suggests that the corporate image communication process of a company that has become a private entity should be holistic and takes place on four levels – internal and external, formal and informal.Originality/value – This unique case study adds a new element to ...

Sport hospitality as a business strategy

Purpose – The demand for sport tourism throughout the world has risen in recent years for several reasons, most significantly an increased emphasis on health and fitness and the increased use of sporting events by cities in order to attract tourists. The purpose of this case study is twofold. First, to trace the corporate communication process implemented by the management of Isrotel Hotels in its effort to build the new Sport Club Hotel, focusing on internal and external communications. Second, to describe how the marketing and promotion of sport hotels differs from that of ordinary hotels.Design/methodology/approach – This article describes one unique example of a hotel based entirely on the idea of fulfilling the dreams of active sport tourists, provided by the Isrotel Hotel Management Group, who have given the concept of a sports vacation a whole new meaning in the world of hospitality.Findings – The case study described here suggests that sports‐oriented hotel identity must be achieved via the most e...

How companies from developing and emerging countries can leverage their brand equity in terms of place branding

Purpose – The purpose of this conceptual paper is to present a new approach that will enable marketers in developing and emerging countries to promote their products, irrespective of their country of origin’s image. Many companies in emerging and developing countries, intent on exporting their products/services, struggle to overcome the negative “made-in” image barrier. Despite tremendous efforts by the governments of these countries to change the unfavorable image of products made there, their good quality products are still perceived as inferior compared to companies whose products are “made-in” in countries with a positive image, mainly developed countries. Design/methodology/approach – The proposed conceptual model hinges on two dimensions – global political status and human capital capabilities. Using this framework, four different types of country destination positioning emerge, each with its own country branding strategy. Findings – Companies from emerging and developing countries can compete on an...

From blueprint to implementation: communicating corporate identity for the hotel industry.

Purpose – In recent years, the field of corporate identity management has grown substantially in importance in the hospitality industry. Managers of hotels have become increasingly interested in learning methods that have been successful in communicating a new corporate identity. The purpose of this case study is to document the design and implementation of new corporate identity communication process.Design/methodology/approach – This article describes a holistic process of designing a new corporate identity for a leading hotel management group, with a focus on implementation of its corporate communication process.Findings – The case study described here suggests that corporate identity communication occurs at four levels – internal and external, formal and informal – and provides a strategic framework for any hotel chain management in implementing a new corporate identity.Originality/value – This case study adds a new element to the process of communicating image/identity to internal and external stakeh...

The enigma of private brands in the emerging Mediterranean countries

Purpose – The aim of this paper is to discuss the import of private branding strategy for retailers, manufacturers and customers. It seeks to focus on private branding strategies in the emerging MEDA markets, and, using Israel as a case study, aims to identify why the huge potential of private brands has not been exploited in these countries.Design/methodology/approach – Both secondary data and empirical studies of Israeli exporters and chain store managers were conducted to determine what strategies are used to market private brands in developed, emerging and developing MEDA countries. Also included is a case study based on an analysis of four separate periods of the marketing of private brands in Israel, which are very similar to those seen in other emerging MEDA countries such as Greece and Turkey.Findings – A review of private branding strategies in the MEDA countries reveals three different markets, each one managed differently: developing, emerging, and developed. The most attractive MEDA markets wi...

Israel Cancer Association: promoting the fight against breast cancer with IMC strategy

Purpose – The objective of this case study is to present the Israel Cancer Associations (ICA) focused approach to promoting the concept of fighting breast cancer, using an integrated marketing communication (IMC) strategy.Design/methodology/approach – This paper is based on a field‐based case study. In‐depth interviews have been used for data collection with the CEO, marketing management and spokesperson. The case is presented in a chronological order and presents the move from a corporate identity based on monolithic approach to an endorsed corporate identity strategy.Findings – Results of the new communication process showed that the percentage of people in the general Israeli public who perceive the ICA as an organization that has the objective to fight against breast cancer has increased by more than 20 percent since the campaign was launched. As a result of the associations focus over the past five years on promoting the fight against breast cancer, the amount of money it has raised among the gener...

A Review of “Place Images and Nation Branding in the African Context: Challenges, Opportunities, and Questions for Policy and Research”, (Nicolas Papadopoulos and Leila Hamzaoui-Essoussi)

This review of Nicolas Papadopoulos and Leila Hamzaoui-Essoussis paper “Place Images and Nation Branding in the African Context: Challenges, Opportunities, and Questions for Policy and Research” touches upon the authors’ objectives and the extent to which they have been carried out. A main question that the authors proceed to answer is whether nation branding is an opportunity that can promote the strengths of African countries and regions in order to “reduce the negative aspects of the continent brand effect”. In doing so, the authors present a well-balanced discussion of the concepts of “country image” and “nation branding“ and their relevancy for African countries. As this review article points out, such relevancy may apply to some but not all of the countries on the continent. In any case, the authors give a good review of the sort of nation branding research that has been carried out in Africa and suggest ways to buttress what has been done. They are cautiously optimistic that there is opportunity for nation branding campaigns, if well carried out, to improve the images of African countries. Their suggestions should give food for thought to researchers interested in the African continent.

The challenges of Nigerian agricultural firms in implementing the marketing concept

Purpose – The purpose of this paper is twofold. First, the study traces 30 international marketing strategies of Nigerian agri‐business firms in order to learn whether these firms work today according to the marketing concept in their attempts to export their products. The second purpose is to identify gaps between the current international marketing strategy of Nigerian agri‐business firms and the required international marketing strategy that these firms should carry out in five stages of implementing the marketing concept.Design/methodology/approach – A qualitative study was conducted by interviewing 30 CEOs and senior managers in five focus groups, in order to learn more about the difficulties and challenges that agri‐business managers in Nigeria must cope with, while trying to work according to the marketing concept.Findings – Although most senior managers of leading agri‐business firms in Nigeria are aware and fully understand the meaning of the marketing concept, there is a major gap between what s...

Opportunities and pitfalls of Chinese agricultural businesses to become international brands

This study investigates the differences in implementing the five stages of the marketing concept by Chinese agricultural businesses with the aim to internationally brand their products. Interviews were held with 13 Chinese CEOs and marketing managers from different product groups. The results show a negative picture of Chinese organisations that attempt to implement the marketing concept. Of the five stages of the concept, only the fifth stage – controlling the marketing programme – was implemented in a positive way (by 77% of the organisations surveyed). This pioneering study provides useful knowledge for any agri-business firm in China and in other emerging country firms in order to improve their international marketing and branding capabilities.