Managing successful brands: an empirical study which compares the corporate cultures of companies managing the World's Top 100 brands with those managing Outsider brands

Article Abstract:

Research investigating the role of corporate culture in the management of successful brands has confirmed the view that good working relationships within a brand management team are vital to brand success. Managers at Top 100 brand companies regard appraising the performance of colleagues in the brand management team as more important than managers of Outsider brands. There are particular differences between Top 100 and Outsider managers in the consumer goods sector, where it seems that managers of Outsider brands receive less support than Top 100 managers.

Product management, Corporate culture

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Stable currency and international export competitiveness: a test of Buckley's 3-P model

Article Abstract:

The Buckley et al (1988) 3-P model of international competitiveness was used to examine how the introduction of a single currency and fixed exchange rates in Europe would affect UK companies' exports. UK and Irish firms were sent questionnaires and were then interviewed to assess the competitiveness of labour costs, export performance and marketing. The survey showed that there is a link between having a stable currency and competitiveness. This has implications for UK exporters.

Exchange Rates, Europe, International trade, International aspects, Monetary policy

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The role of retentions in how marketing managers change their strategic orientation

Article Abstract:

Studies show that marketing managers who use new retention methods to respond to an ever-changing market, change their strategy by small amounts so that they can evaluate each change's outcome in an iterative process, and then allow the results to model future retentions. A bank trust department retention processes were studied during the financial services industry deregulation in 1982-1984, and showed that new retentions were only employed several years after the deregulation.

Methods, Marketing executives

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