Suraksha Gupta

A Relational Insight of Brand Personification in Business-to-Business Markets

Customers find it difficult to differentiate between competing products based on their functional aspects. The shortening life cycle of products due to quick adoption of technological innovations by competitors makes it difficult for them to identify products based on specifications. The contemporary academic literature related to relationship marketing and brand management is passionate about customer and consumer psychology but little attention has been given to the brand selection criteria of resellers as business customers of the brand. This paper combines branding and relationship marketing as two broad functions of marketing. The paper argues upon the role of human representatives of the brand as brand personified in managing these two functions of marketing in business-to-business markets. The proposal of the paper is to use human representatives as a tool for the execution of relationship marketing and branding strategies. The objective behind using human representatives is to maximize the mindshare of resellers towards the brand and create value for them beyond products and services.

Integrating identity, strategy and communications for trust, loyalty and commitment

Purpose This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational stakeholders’ trust, loyalty and commitment by using commitment/trust theory. Design/methodology/approach This research design utilises explanatory research at the preliminary stage, as informed by the literature and conceptual framework. The subsequent model was examined via a positivist survey carried out among stakeholders in high-end retail stores in London. Structural equation modelling (SEM) via AMOS was conducted to gain insight into the various relevant influences and relationships. Findings The results indicate that identity and strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and commitment. Originality/value The paper shows that while practitioners have indicated that integrated marketing communication is important for organisations, there are a few other areas of concern with regard to consequences related to trust, loyalty and commitment, especially in a retail context. This paper empirically examined relationships between these constructs by validating a conceptual model by using SEM.

A framework of place branding, place image, and place reputation: Antecedents and moderators

Purpose This paper aims to develop a framework that links the concepts of place branding, place image and place reputation. Focusing on the antecedents and outcomes of place branding in the context of an emerging country, namely, Iran, the model further examines critical moderation variables. Design/methodology/approach A qualitative approach was undertaken, comprising face-to-face in-depth interviews with 15 respondents, involved in communicating about their country for various purposes such as encouraging tourism, promoting exports and attracting investments. Based on analysis of the qualitative data, a comprehensive framework for place branding was formulated. Findings Findings indicate that the key indicators of identifying a place brand come under two headings, namely, national culture (country’s name, country’s brand, country attributes, social changes, geography and environment, people, culture (history, language, etc.) and infrastructure (security, economic condition, technological advancement, tourism development goals, place marketing and promotional strategy), which influences on the favorability of place branding. In addition, five main moderators of the outcomes of place branding were identified, namely, political perception, social media and news, place awareness, place association and tourism experience. Practical implications Effective place branding could help a country attract tourists, visitors, traders and investors. Place branding should be considered a constructive tool that can be successfully applied to managing a country’s image. Originality/value Place branding has received little attention in the context of emerging markets. This is the first known study undertaken with a view to understand and develop a place branding model that links with place image and place reputation in an emerging country. The study identifies 12 antecedents of place branding and five important moderators. Findings will help policymakers, country brand managers and communication professionals more generally who deal with a country’s image and reputation and those involved in improving the tourism industry in Iran.

Digital technology and marketing management capability: achieving growth in SMEs

Purpose The purpose of this study is to evaluate the relationships between digital technology, tangible/intangible assets and marketing capabilities to gain more insight into the factors related to small- and medium-sized enterprises’ (SMEs’) growth in the UK. Based on the resource-advantage theory, this research addresses the question “to what extent does digital technology influence marketing capability which leads to companies’ growth?” Design/methodology/approach Data were gathered through 21 in-depth interviews with managers from different multinational organizations and six focus groups with employees. Findings The study identifies the two key components of digital technology as information quality and service convenience. In addition, the relationships between digital technology, tangible/intangible assets and marketing capabilities perform the significant role of facilitator of a company’s growth. Research limitations/implications The focus on UK SMEs limits the generalizability of the results. Further studies should be conducted in other sectors and country settings to examine the associations identified in the current study. Originality/value This study identifies the main impacts of digital technology on intellectual/physical assets. While managers and employees have specified that marketing capability is significant for organizations, there are a few other areas of concern with regard to consequences related to a company’s growth, competence and core competence, particularly in an SME’s setting.

Returns on social development initiatives of MNEs: issues and perspectives

Purpose This paper aims to reflect on different issues and perspectives on returns on investments made by MNEs towards social development. Need for an inclusive society drives accountable and effective cooperation between different actors in a market. Although multinational enterprises (MNEs) that operate in developing markets invest in social development, their managers find it very challenging to incorporate social development agenda into their business practices. Therefore, academics should develop business models which can guide thoughts and actions of managers of MNEs towards social development while allowing them to hold on to the business objectives and targets. Design/methodology/approach A review of current literature with available anecdotes about business practices helped the author to form a viewpoint and make recommendations. Findings The objective of the eighth millennium development goal is to promote global partnership between MNEs and domestic firms with or without intervention of a subsidiary. Addressing the particular needs of developing countries, such as capability enhancement or poverty reduction by managers of MNEs in a global setting, becomes a very complex issue. Investments by MNEs in developing countries towards these objectives are driven by different factors such as operational transparency, technological efficiency, investment types, innovation capability, branding strategy, quality assurance, public–private partnership, market-based pricing, reciprocity, distribution for penetration, etc., apart from linkages they create for developing resource-based competencies required for survival in a competitive market. Research limitations/implications Empirical investigation of the viewpoint presented here will be required to convert recommendations into models applicable by managers of MNEs. Practical implications This study will help to enable managers of MNEs to perform need-based socially responsible actions. Social implications This study will facilitate participation of MNEs in social development through their contributions towards poverty reduction and capability enhancement. Originality/value This paper pushes managers and academic scholars to think about the strategies required to incorporate social agenda into business models of MNEs benefiting from developing markets.

Brand Adoption by BoP Retailers

Previous studies with regard to brand adoption by retailers have focussed on large retailers who are approached directly by the brands. There is a lack of studies on how BoP retailers adopt brands who sell to a very different set of customers and are served indirectly through long indirect channels. Most studies have approached the subject from a distribution perspective of reaching to these markets. Sixty retailers belonging to different villages of Central and North Gujarat, were interviewed to understand their brand adoption process. The interviews were audio recorded, transcribed and analysed. A grounded theory based analysis was carried out. The analysis brought out six criteria used by the retailers in selecting brands with demand for the brand as the most dominant factor. Other criteria included brand adoption by other retailers, profitability, influence of wholesaler/distributor, and packaging.

Representation of social issues in cinema with specific reference to Indian cinema: case study of Slumdog Millionaire

Cinema allows the film industry to address various social issues using a written storyline and screenplay. As a medium, it plays an important role in the construction of perceptions and impressions about social conditions of a society. International launches, the distribution of movies and the idolisation of actors, show how much cinema influences society. This paper analyses how cinemas continue to act as a form of media for communicating to the masses while they remain a source of entertainment. Referring to the history of representation of society through cinema, the paper focuses on the Indian society through a case study of the motion picture Slumdog Millionaire. Referring to the movie, findings reflect on the role of cinema as an informative medium representing the issues being faced by people in a society.

Investigating the effects of smart technology on customer dynamics and customer experience

Increased use of smart technologies by customers is leading to recognition of their influence on the shopping experiences of customers by practitioners. However, the academic literature fails to acknowledge the influence of smart technology usage, combined with behavioural intention of the customer, on the dynamics and experience of customers. This research utilises explanatory research at the preliminary stage to examine this phenomenon in a retail setting. A conceptual framework was created, based on the scholarly knowledge available in extant literature, and was tested using a survey of a convenience sample of 330 consumers shopping in a high-end retail store in London, United Kingdom. Structural Equation Modelling (SEM) via AMOS was employed to test the proposed model. This study contributes to technology adoption based consumer behaviour literature, by explaining the ability of learning commitment to drive the participation of an individual, but its inability to influence their behavioural intention. Findings of this research also reflect on the role of customer dynamics and customer experience in embracing innovative application of smart technologies in a retail setting. The results and implications included in our study also contribute to the understanding of the determinants that affect customer dynamics and customer experience when making use of smart technologies. Commitment to learn has an effect on customer participation and dynamics.Customer dynamics have an effect on customer experience in a retail environment.Impacts of customer behavioural intention on customer participation and customer dynamics.Smart technologies affect the traditional customer decision making process in a retail context.

Socioeconomic Reforms and Responsive Government: An Indian Perspective

Abstract The socioeconomic status of a region or a country is considered to be an indicator of the level of progress its society has achieved. Advancement of a society depends upon the activities undertaken by various actors performing different functions in the society with an aim to improving the overall well-being of its local population. Scholars believe that the decisions taken by policymakers identify the processes people will adopt, and actions taken by corporations are recognised in the academic literature as drivers of the behaviour of the local population in their social setting. Macro-economists connect such societal contexts with the well-being of locals, whereas micro-economists link the behaviour of individuals in a social setting with the motivations of companies serving their needs. In India, the strategic approach of its government towards building its capabilities to sustain food, provide employment and develop educational institutes has helped the country to gain a unique position on the international platform. However, the current situation of the Indian economy, when reviewed using a macro-economic lens of policymakers and a micro-economic perspective of companies, indicates that decisions and initiatives, whether made by the government or corporations, have not served much purpose. Such a situation requires academic interventions for conceptualising, validating and measuring the effects of a strategy that will promote inclusion and create a shared value for the firm, society and the government. Creating a shared value requires a focus on inclusive and sustainable development in the form of reforms that are clear on both ethical and moral platforms and based on technological advancements and innovation. The shared value created should integrate the requirements of corporations with other stakeholders to create opportunities in the form of growth potential, prosperity and well-being. Therefore, the reforms are expected to create new avenues or markets for the private sector while providing solutions to the socioeconomic challenges faced by the local population. Hence socioeconomic reforms should include innovative practices using technological developments with stakeholder engagement to reduce the unequal distribution of income for strong research, for development capabilities and for the availability of clean energy.

How do entrepreneurs learn and engage in an online community-of-practice? A case study approach

ABSTRACT This paper investigates the ways in which entrepreneurs use communities of practice (CoPs) to express themselves, using narrative theory and rhetorical analysis, to gain insight into an electronic social network medium, namely, YoungEntrepreneur.com. In particular, the study focuses on CoPs themes, including why entrepreneurs engage in CoPs, what role the moderators and resident entrepreneurs can play in managing online CoPs, on communication rituals of the knowledge sharing through interactivity, and on ‘how to develop an intervention’ to maintain and stimulate entrepreneurs for engaging in an online community. Findings reveal that the topic title plays a major role in attracting people. Successful topics with successful conclusions (in terms of the original query that was answered) will not necessarily get high responses and vice versa. It is observed that the domain expert does not play a big role in keeping the discussion going. Finally, the study also discovered that entrepreneurs like to communicate in a story telling genre. A comprehensive set of engagement measurement tools are introduced to effectively measure the engagement in a virtual CoP, along with a classification to define and categorise discourse of messages in terms of content and context, which allow practitioners to understand the effectiveness of a social networking site.