Global branding and strategic CSR : an overview of three types of complexity

Purpose – There is general agreement that global brands should ensure that they incorporate social responsibility. To do this properly, organisations must understand what it means to be socially responsible and how they can leverage their actions. The paper proposes consideration of three distinct areas: the range of social responsibility issues, what the organisations actually do and how to leverage those corporate social responsibility (CSR) actions. This paper seeks to conceptually develop these three areas of complexity – Issue, Organisational and Communication – as it is only after organisations understand these three areas that they can effectively leverage socially responsible activities in their brands.

Design/methodology/approach – This research undertakes a review and synthesis of the academic, practitioner and industry literature examining CSR and the brand, addressing the three areas of complexity – issue, organisational and communication.

Findings – The research finds that within these three areas of complexity there are a number of sub-issues that must be addressed if CSR is to be strategically integrated into a global brand. This includes sub-issues associated with social issue complexity (identification, heterogeneity, measurement, and interpretation); organizational complexity (overall corporate brand, multiple products and brands, functional activities, and supply chain); and communication complexity (intensity of action/positioning, communicating action, types of programs utilised, and integration issues.) It thus provides an agenda for future research.

Research limitations/implications – There is limited academic literature examining how global organisations incorporate CSR activities into their brand and the research proposes the issues that need to be considered when integrating CSR into branding strategy. Future research needs to be undertaken to explore the internal processes that global firms use to develop their CSR positioning strategies and some research propositions for future research are proposed. Additionally further exploration of each of the issues (and sub-issues) identified in this paper is warranted, and some suggestions are made for this.

Practical implications – The results of this study show that developing a CSR leveraged brand in a consistent way that is salient to all stakeholders is no simple task for global organisations. By considering the three areas of complexity developed here organisations will be able to better understand and align their activities in line with CSR related issues. Being global means that organisations will likely need to ensure they address the highest set of global expectations, as any lower level may be criticised as being less than appropriate.

Originality/value – The paper develops the sub-issues of issue, organisational and communication complexity associated with global brands' CSR activities. This strategic perspective goes beyond focusing on the tactical activities undertaken or the philosophical issue of whether CSR should be undertaken. The work therefore allows global organisations to look at CSR more strategically as a branding issue.

The dynamics of brand equity, co-branding and sponsorship in professional sports

Globalisation has been one of the most significant determinants of growth in the sports industry worldwide, especially with the increasing importance of brand creation, brand awareness, brand image, brand identity and brand equity. Professional sports teams have become top sports brands through leverage with major company sponsors. Sports marketers have had to become much more entrepreneurial to create competitive advantage for sports organisations and deliver relationship value to consumers. Company sponsorships are prominent drivers of brand strategy around the world. They help create an extended consumer experience and are becoming a strategic vehicle for creating co-branding partnerships between sports organisations and multinational companies. This study reports data from a survey of the top marketing and communications executives in sports and company organisations in New Zealand and as well as a qualitative content analysis of core documents and websites. The study provides insights for sports marketers seeking to: use sponsorship as a prominent driver of brand strategy; employ co-branding as a strategy to create an extended consumer experience; build strong brands through efficient co-branding articulation strategies. The study also provides recommendations for sports organisations and companies to formulate their marketing communications and brand strategies from the perspective of a co-branding relationship.

International sport marketing : practical and future research implications

Purpose – Sport is a global product and service that many people around the world enjoy playing, watching and participating in. Whilst there has been an abundance of global media attention on sporting events such as the Olympics and World Football Cup, there seems to be a lack of integration between the sports marketing and international business disciplines both from a practical and also academic standpoint. This paper aims to discuss international sport marketing and why it is an important attribute of business-to-business marketing.

Design/methodology/approach – The aim of the paper is to provide practical implications and research avenues for those seeking to further investigate international sport marketing as a unique area of academic research. The introduction to the paper focuses on the importance of sport to the global economy and how entrepreneurship is ingrained in many sport businesses and organizations. Next, different areas of international business management that relate to entrepreneurial sport marketing ventures are discussed in terms of future research directions and practical implications. These include how entrepreneurial sport ventures affect internationalization, branding, corporate social responsibility, tourism, regional development, marketing and action sports.

Findings – The paper concludes by finding that there are numerous research avenues for future research on international sport marketing that combine different areas of marketing together with the sport marketing and international business literature. In addition, there is enormous potential for linking the sports marketing and international business literature through focusing on entrepreneurial sport ventures that occur worldwide.

Research limitations/implications – The authors demonstrate the need to take an international perspective of sports marketing and business-to-business relationships.

Practical implications – The paper discusses how and why sport firms interact in the international marketplace and how future competition will benefit from more sport-based business-to-business partnerships.

Originality/value – The paper examines the important area of international sports marketing and how businesses that are both profit and non-profit orientated collaborate. The paper explores the concept of international sports marketing, and discusses the practical and future research implications of this exciting new field of marketing research.

Digital marketing of unhealthy foods to Australian children and adolescents

The emergence of new media—including branded websites, social media and mobile applications—has created additional touch points for unhealthy food and beverage companies to target children and adolescents. The aim of this study was to perform an audit of new media for three top selling food and beverage brands in Australia. The top selling brand in three of the most advertised food and beverage categories was identified. Facebook, websites and mobile phone applications from these three brands were assessed using a combination of descriptive analyses and structured data collection during June and July 2013. Information on target audience, main focus of the activity, marketing strategies employed and connectivity were collected. Promotional activities were assessed against industry self-regulatory codes. McDonald's, Coca-Cola and Cadbury Dairy Milk were audited, with 21 promotional activities identified. These promotional activities appeared to use a number of marketing strategies, with frequent use of indirect product association, engagement techniques and branding. We identified strategic targeting of both children and adolescents. We found that while all promotional activities technically met self-regulatory codes (usually due to media-specific age restrictions) a number appeared to employ unhealthy food or beverage marketing directed to children. Brands are using engaging content via new media aimed at children and adolescents to promote unhealthy food and beverages. Given the limitations of self-regulatory codes in the context of new media, strategies need to be developed to reduce exposure of children and adolescents to marketing of unhealthy food and beverage products via these avenues.

A model of web use in direct and online marketing strategy

There has been less than a decade of rapid diffusion of the Internet and related technologies into the commercial world, with resultant changes in business processes, business structure and financial valuations of adopting businesses. Advocates and critics of new online business models are still addressing the relationship between online or electronic marketing using the Internet (Net) and marketing and financial outcomes. There remains a need for empirical research into specific aspects of online marketing strategy beyond click-through analysis, Web audience analysis and scrutiny of website properties to mention the most widely examined elements. This paper discusses conceptualizations underpinning development of a model of Web use in marketing strategy. The aim of the paper is to aid both business practitioner and academician alike in connecting direct and online marketing using the Web with performance outcomes

Intra-organisational marketing culture and market orientation: a case study of the implementation of the marketing concept in a public library

The measurement of both marketing culture and behaviour provides the opportunity to gain more insight into the overall market focus of organisations. This article seeks to determine the market orientation and marketing culture of all staff within organisations, to ascertain to what extent other members of an organisation support or create barriers to the successful implementation of the marketing concept. This paper will provide a brief overview of the existing literature in the field of market orientation and marketing culture. After detailing the research design and methodology, a summary developed from 11 focus group sessions - consisting of all staff in one public library service in Victoria, Australia - is presented. The findings indicate that while all areas within this organisation are committed to marketing, there are various interpretations of marketing and how it should be implemented. In addition, the research finds a number of factors that could be instrumental in the successful implementation of the marketing concept in public libraries.

Relationship marketing, audience retention and performing arts organisation viability

Marketing strategy in performing arts organisations has become particularly important in the increasingly competitive environment in which the arts operate. Since the late 1980s there has been a necessary shift in focus to audience development away from product development. This change in focus is being encouraged to ensure the long-term viability of performing arts organisations (PAOs) and micro-economic reform. While government reports have recommended strategies aimed at building audience based recognition, this is an expensive approach for many PAOs and does not produce short term returns. Little attention has been paid to building enduring relationships with existing audiences as a way if having a more dramatic impact on PAOs' long-term viability. This paper explores this theme through relationship marketing and the implication of retaining existing audiences. The paper identifies the changing cultural environment which has led to the importance if marketing. It then explains the concepts if relationship marketing and its pertinence to PAOs' viability by presenting a loyalty ladder. The structure is modelled as a dynamic conceptualisation of the relationships (audience and organisation) to assist arts managers to decide whether to focus their efforts on catching or keeping customers to maximise earned income.

Marketing information sources and the performance of Australian businesses

This study investigated the various sources of information used by business organisations and their association with business performance indicators. The results showed that larger Australian companies predominantly used various internal and external secondary data sources of information, followed by formal primary marketing research. The study indicated an association between market share and the use of competitors, advertising agencies, and sales promotion agencies as sources of information, while overall financial performance was associated with the use of competitors and media/trade publications.

An analysis of computer-mediated marketing education : the relationship between access to WEBCT, tutorial attendance and student grades

One of the problems faced by Australian academics in the 21 st century is to facilitate learning with a changing profile of students, in bigger and bigger classes. As educators at tertiary institutions, our environment is undergoing major changes as increasingly marketing programs are offering courses either partially (Web enabled) or totally (Web exclusive) online. This study has developed a significant model allowing the prediction of students' overall results and indicates that a student's final grade is dependant, in part, on accessing the study materials and study tools available to them via WebCT and attending face-to-face tutorials.

Corporate brand identity and image congruence in the leisure services sector : a stakeholder perspective

This paper aims to contribute to current leisure services and branding literature by conceptualising the relationship between brand identity, brand image and whether a congruent relationship between the two influences customer satisfaction and loyalty. A conceptual model is developed in the context of zoological operations, central constructs and subsequent research propositions are discussed.

Self-determination theory and needs satisfaction in marketing education : are we meeting the needs of students in large marketing classes?

The aim of this study is to assess whether universities are meeting the needs of students in large marketing classes. In so doing the study investigates the application of self determination theory and psychological needs satisfaction. The basic needs scale, comprising of three constructs; Control, Competence and Caring was adapted and used to evaluate students’ perception of an introductory marketing subject. The study used a multi-method approach consisting of a literature review, a qualitative phase involving in-depth interviews with marketing teaching staff and focus groups with marketing students and a survey of students about introductory level marketing. An adapted version of the basic psychological needs scale was included in a questionnaire that was administered to a convenience sample of 366 students. MANOVA, ANOVA and descriptive statistics were used to analyse the data. The results show that the psychological needs satisfaction of many students are not being fully realised. It was also found that marketing degree students enjoyed the challenges and were more stimulated by the subject. The higher achieving students enjoyed the challenge of the subject more than the lower achieving students. As a result of this study, there are three suggestions for further research. Firstly, further study should compare subjects, with relatively small enrolments, to those with large enrolments to corroborate the value of this method of assessing student satisfaction. Secondly, the use of a larger sample across other universities would confirm whether these findings hold for other institutions. Finally, it is suggested that a structural model should be developed to extend this investigation of student satisfaction and the constructs used in the study.

Stem cell research and ethics : a socio-economic and marketing perspective

This paper addresses the ethical and moral issues surrounding stem cell research (SCR) and development within the socio-economic and macro marketing environments. A two dimensional conceptual framework is developed towards broadening the understanding of the complexities of these issues in an international context. The conceptual model captures the two dimensions of narrow moral/ethical to broader imperatives and the cost-benefits realm of SCR. Four quadrants emerge within these two dimensions which are likely to help identify the dominant views and the people associating themselves with these views in terms of their demographics and psychographic characteristics. These findings have important socio-economic and marketing implications which are highlighted in the paper.

Relational capabilities and brand strategy within commoditised industries

In many traditionally commoditised industries, organisations are recognising that their product offering alone does not cultivate a competitive advantage. As commoditised products face greater price competition, many are looking for a more sustainable form of differentiation. Within the fresh fruit and vegetable, dairy and meat industries, organisations are increasingly value-adding and focusing on branded offerings to gain such advantage. Whilst this is witnessed within industry, there is little academic evidence that discusses the relationship between dyad partners and how this impacts their branding strategy. This paper conceptually discusses how relationships between buyer and supplier trade partners can impact the branding strategies that are ultimately pursued by dyad participants. The relationship between trade partners is conceptualised using the resource-based view. Consideration is given to relationship complexities, the external environment and performance measurement.

International marketing journals : a preliminary regional and institutional examination of research productivity

Contributions to marketing knowledge are becoming more global (Stremersch and Verhoef, 2005). This paper explores the issue of regional contribution to the international marketing area, which could be expected to be more global than other areas. Publications within four leading international marketing journals were reviewed over a five-year period (1999-2003). Findings suggested that approximately 50 percent of the works were authored by academics outside North America.