Corporate Brand Repositioning with CSR as the Differentiating Factor: A Study on Consumer Perceptions

Purpose – This research paper studies how the strategy of repositioning enables marketers to communicate CSR as their brand’s differentiating factor. It aims at understanding how consumer perceptions can be managed to generate brand value through corporate brand repositioning when CSR is the differentiating factor. The purpose of this paper is to answer the following research question: How can consumer perceptions be managed to generate brand value through corporate brand repositioning when CSR is the differentiating factor? The two research objectives were: 1. to build a model, which describes the different components of consumer perceptions involved in generation of brand value through repositioning when CSR is the differentiating factor, 2. to identify the most critical components in the context of the case company, IKEA for generation of brand value during the process of corporate brand repositioning Design/methodology/approach – This paper is based on the literature review covering the logic of brand value generation, repositioning strategy and consumer perceptions connected to CSR activities. A key concept of the positioning theory, the brand’s differentiating factor, was explored. Previous studies have concluded that desirability of the differentiating factor largely determines the level of brand value-creation for the target customers. The criterion of desirability is based on three dimensions: relevance, distinctiveness and believability. A model was built in terms of these desirability dimensions. This paper takes a case study approach where the predefined theoretical framework is tested using IKEA as the case company. When developing insights on the multifaceted nature of brand perceptions, personal interviews and individual probing are vital. They enable the interviewees to reflect on their feelings and perceptions with their own words. This is why the data collection was based on means-end type of questioning. Qualitative interviews were conducted with 12 consumers. Findings – The paper highlights five critical components that may determine whether IKEA will fail in its repositioning efforts. The majority of the critical components involved believability perceptions. Hence, according to the findings, establishing credibility and trustworthiness for the brand in the context of CSR seems primary. The most critical components identified of the believability aspect were: providing proof of responsible codes of conduct via conducting specific and concrete CSR actions, connecting the company’s products and the social cause, and building a linkage between the initial and new positioning while also weakening the old positioning. Originality/value – Marketers’ obligation is to prepare the company for future demands. Companies all over the globe have recognized the durable trend of responsibility and sustainability. Consumer´s worry about the environmental and social impact of modern lifestyles is growing. This is why Corporate Social Responsibility (CSR) provides brands an important source of differentiation and strength in the future. The strategy of repositioning enables marketers to communicate CSR as their brand’s differentiating factor. This study aimed at understanding how consumer perceptions can be managed to generate brand value through corporate brand repositioning when CSR is the differentiating factor.

Comparação entre dois métodos de cirurgia de modelos utilizados para cirurgia ortognática com seqüência invertida

Cirurgias ortognáticas bimaxilares representam um desafio para os cirurgiões, especialmente para reproduzir o plano de tratamento na sala operatória. O uso de guias cirúrgicos permite uma melhor reprodução do planejamento, mas, para isto, uma técnica precisa de cirurgia de modelos é essencial. O objetivo deste estudo é comparar a precisão do reposicionamento mandibular obtido com dois diferentes métodos de cirurgia de modelos utilizados para o planejamento de cirurgias bimaxilares com a seqüência cirúrgica invertida. Neste estudo, um crânio de resina foi utilizado para simular um paciente. As moldagens foram tomadas e os modelos foram vazados e montados em um articulador semi-ajustável por meio da transferência do arco-facial e do registro de mordida em cera. Traçados de previsão de 10 planos de tratamento diferentes foram feitos no software Dolphin Imaging e, então, reproduzidos com o método padrão (CM I) e método modificado (CM II) de cirurgia de modelos (T1). Para aprimorar a avaliação do reposicionamento mandibular, as cirurgias de modelo foram repetidas após um mês (T2). Os modelos mandibulares foram medidos na Plataforma de Erickson antes e depois do reposicionamento para contrastar os resultados. As diferenças no tempo de reposicionamento também foram registradas. Estatística descritiva e teste t foram usados para análisar os dados e comparar os resultados. Este estudo sugere que o reposicionamento vertical e látero-lateral dos modelos mandibulares foram semelhantes com ambos os métodos, entretanto, houve uma maior imprecisão no sentido ântero-posterior quando o método padrão de cirurgia modelos foi utilizado para o planejamento de cirurgias ortognáticas com a seqüência invertida. O tempo necessário para reposicionar o modelo mandibular no articulador semi-ajustável com a abordagem modificada (CM II) foi significativamente menor do que para reposicionar o modelo maxilar na Plataforma de Erickson (CM I).

Strategies for surgically assisted rapid maxillary expansion according to the region of transverse maxillary deficiency

This study evaluated different techniques for surgically assisted rapid maxillary expansion (SARME) according to the type of transverse maxillary deficiency using computed tomography (CT). Six adult patients with bilateral transverse maxillary deficiencies underwent SARME. the patients were equally divided into three groups: Group I, maxillary atresia in both the anterior and posterior regions; Group II, greater maxillary atresia in the anterior region; and Group ill, increased maxillary atresia in the posterior region. in Group I, a subtotal Le Fort I osteotomy was used. in Group II, a subtotal Le Fort I osteotomy was used without pterygomaxillary suture disjunction. in Group III, a subtotal Le Fort I osteotomy was used with pterygomaxillary suture disjunction and fixation of the anterior nasal spine with steel wire. the midpalatal suture opening was evaluated preoperatively and immediately after the activation period using CT. for Group I, the opening occurred parallel to midpalatal suture; for Group II, the opening comprised a V-shape with a vertex on the posterior nasal spine; and for Group III, the opening comprised a V-shape with a vertex at the anterior nasal spine. the conclusion was that the SARME technique should be individualized according to the type of transverse maxillary deficiency.

Síndrome de Kelly

Projeto de Pós-Graduação/Dissertação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Medicina Dentária

Potential role of intensity-modulated radiotherapy in the treatment of tumors of the maxillary sinus.

To assess 3-dimensional conformal radiotherapy (3D-CRT) and intensity-modulated radiotherapy (IMRT) techniques to see whether doses to critical structures could be reduced while maintaining planning target volume (PTV) coverage in patients receiving conventional radiotherapy (RT) for carcinoma of the maxillary sinus because of the risk of radiation-induced complications, particularly visual loss. Six patients who had recently received conventional RT for carcinoma of the maxillary sinus were studied. Conventional RT, 3D-CRT, and step-and-shoot IMRT plans were prepared using the same 2-field arrangement. The effect of reducing the number of segments in the IMRT beams was investigated. 3D-CRT and IMRT reduced the brain and ipsilateral parotid gland doses compared with the conventional plans. IMRT reduced doses to both optic nerves; for the contralateral optic nerve, 15-segment IMRT plans delivered an average maximal dose of 56.4 Gy (range 53.9–59.3) compared with 65.7 Gy (range 65.3–65.9) and 64.2 Gy (range 61.4–65.6) for conventional RT and 3D-CRT, respectively. IMRT also gave improved PTV homogeneity and improved coverage, with an average of 8.5% (range 7.0–11.7%) of the volume receiving

Repositioning documents in social research

In matters of social research sociologists and other social scientists have tended to view documents primarily as sources of evidence and as receptacles of inert content.The key strategies for data exploration have consequently been associated with various styles of content or thematic analysis. Even when discourse analysis has been recommended, there has been a marked tendency to deal with records, files, and the like, primarily as containers - things to be read, understood, and categorized. In this article, however, the author seeks to demonstrate that by focussing on the functioning of documents instead of content, sociology can embrace a much wider range of approaches to both data collection and analysis. Indeed, the adoption of such a programme encourages researchers to see documents as active agents in the world, and to view documentation as a key component of dynamic networks rather than as a set of static and immutable 'things'.