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.

Ecologically sustainable noise barrier – further developments

This paper reports on the second phase of a research project aimed at the development of an environmentally friendly noise barrier for urban freeways, also known as KMAK (Krezel and McManus, 2007). The concrete barrier, which has some unique capabilities to mitigate transportation noise, is made from recycled concrete (RC) aggregate and industrial by-products such as fly ash and reclaimed water. The current developmental work expands on a research project that resulted in a two-layer (2L) concrete barrier. Two prototypes of the 2L barrier were produced, followed by extensive acoustic testing and a number of simulations where standard timber and/or concrete barriers were substituted with KMAK barrier (Krezel et al, 2004). Current research investigates a variety of architectural finishes applied to the original KMAK barrier with the aim of improving its visual appearance and also fine-tuning its acoustic performance. The new three-layer (3L) barrier optimises sound absorption in a frequency range characteristic to that of transportation noise, especially road traffic noise. Three major aspects related to the development of architectural finishes were considered; environmentally responsible materials, surface features and production methods. The light-weight material used in the architectural finish is based on ordinary Portland cement (OPC) and uses very fine fraction of RC aggregate. The manufacturing process of the 3L barrier was tested in a commercial setting and two sets of prototype barrier were cast. An innovative, cost effective method of applying pattern and perforation to the surface of architectural finish was also developed and tested. The findings of the current investigation demonstrate that there is a positive correlation between surface features, percentage of perforation as well as depth of the architectural layer and increased potential of the 3L barrier to mitigate transportation noise. On average, the addition of perforated architectural finish contributes to 20% increase in sound absorption. The preliminary results also show that the sound absorbency of the 3L barrier can be better controlled and tuned to specific noise frequency. The visual appearance has been significantly improved with the addition of the architectural finish, which makes the barrier an attractive, feasible and viable alternative to road barriers made from standard concrete or timber.

Measuring organisational capabilities in the higher education sector

Purpose – Drawing on the resource-based view (RBV), the purpose of this paper is to develop a framework and instrument to measure the organisational capabilities of university schools/ departments. In doing so, this study provides evidence of the way competitive resources are bundled to generate organisational capabilities that give university schools/departments a sustainable competitive advantage. Design/methodology/approach – A questionnaire to measure the resources that contribute to the capabilities of university schools/departments was developed. Constructs were determined, and the questionnaire was refined based on an analysis of responses from 166 Heads of schools/departments across all 39 Australian public universities. Findings – Heads conceive of the development of capabilities within their schools/departments along the core operating functions of research, teaching, and networking. Reliability and supplementary analysis confirm these constructs have strong convergent and discriminant validity as well as internal consistency. Research limitations/implications – The findings confirm that effective management and coordination of research, teaching, and networking with important stakeholders are keys to success. The framework and instrument developed in this paper also provides the opportunity to investigate university performance through the perspective of the RBV, which will enhance the understanding of the determinants of universities’ performance. Practical implications – The framework and questionnaire developed in this study can be utilised by Heads as a diagnostic tool to gain an understanding of their department’s/school’s organisational capabilities in the areas of research, teaching, and networking. Originality/value – This paper is the first study to develop a framework and questionnaire to measure organisational capabilities for university academic schools/departments.