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International Journal of Market Research

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How local/global is your brand? A technique to assess brand categorisation [Download PDF]
Joan Llonch-Andreu, Miguel Ángel López-Lomelí and Jorge Eduardo Gómez-Villanueva
This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts. It tests this theory using a quantitative instrument to assess consumer perceptions of local/global brand categorisation, with representative samples. Currently, most of the literature relating to the different typologies of brands (global, local, etc.) has been founded on academic/practitioner categorisations based on objective criteria. Consumers, on the other hand, do not know these categorisations based on objective criteria and may well see the brands differently. Existing research to categorise brands from the consumer’s perspective has been conducted with qualitative techniques using small samples, meaning the results obtained are difficult to generalise. This paper relies on the results of an empirical research study based on a survey carried out among Mexican consumers using a new methodology that follows the suggested categorisation principles of Steenkamp and De Jong (2010). The results provide an actual categorisation of leading brands into ‘global’, ‘local’, ‘glocal’ and ‘functional’, based on consumers’ perspectives, and reveal important differences in the categorisation of brands vs the traditional approaches found in the literature.
[Digital First] Published 1 September 2016

Management of the fuzzy front end of innovation, by Oliver Gassman and Fiona Schweitzer [Download PDF]
Nusa Fain and Beverly Wagner Vol. 58 No. 4, 2016 pp. 637–638
This book review examines 'Management of the fuzzy front end of innovation' edited by Oliver Gassmann and Fiona Schweitzer. The inadequate management of the early innovation phase if commonly referred to as the fuzzy front end (FFE); empirical research suggests the FFE is essential to successful innovation, but management continues to have difficulty designing this stage. This book aims to address this issue by presenting practical explanations, tools and examples of how to manage and implement the FFE of the innovation process. The research draws upon a wide range of knowledge within the field of innovation management and includes contributions by key scholars and practitioners in accessible language. The integration of empirical research with practical case studies makes the book a unique and compelling read which achieves its primary objective of explaining the FFE and the impact its effective management can have on innovation outcomes.
Published 5 August 2016

Black box thinking: the surprising truth about success, by Matthew Syed [Download PDF]
Dick Stroud Vol. 58 No. 4, 2016 pp. 635–637
This book review examines 'Black box thinking: the surprising truth about success' by Matthew Syed. 'Black box thinking' looks at the very different ways that various people and organisations can respond to failure; in particular, comparing the aviation industry's process of compiling data after any accident with healthcare's tendency to deny responsibility for any failures. Healthcare is defined by Syed as a 'closed loop' where failure does not lead to progress, whereas aviation is an 'open loop' that systematically analyses failure to ensure it is not repeated. Individuals, like the industries discussed, also benefit from admitting their mistakes and trying to learn from them. The book investigates organisational cultures where failure is used to drive progress through case studies such as James Dyson, Unilever, and Team Sky.
Published 5 August 2016

A better rim weighting algorithm [Download PDF]
Michael Baxter Vol. 58 No. 4, 2016 pp. 621–634
This paper proposes the asymmetric rim weighting algorithm as an alternative to rim weighting (also called raking). The latter is currently a popular method for grossing up the results of a sample survey, but asymmetric rim weighting produces results that are more efficient and have fewer high weights, with little or no increase in processing time.
Published 5 August 2016

Negative online consumer reviews: can the impact be mitigated? [Download PDF]
L.G. Pee Vol. 58 No. 4, 2016 pp. 545–568
This study proposes that managing the marketing variables of product information, price, promotion and product distribution can mitigate the impact of negative online reviews (NOR). NOR are often inevitable, have a much wider reach, dwell much longer and threaten product sales. It is therefore necessary to understand how the negative impact can be managed more actively. The marketing variables are conceptualised for the e-commerce context. Analysis of objective data on 500 books supports the hypotheses and provides empirical evidence for the relative effectiveness of the variables. In addition to adapting the 4Ps framework of marketing management to the e-commerce context, this study highlights the need and potential to extend theoretical development and research efforts beyond the antecedents and effects of NOR to understand how to manage NOR. The findings have practical relevance for e-commerce businesses. Avenues for future research are also identified.
Published 5 August 2016

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