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Corporate brand identity in higher education: a relational perspective
Barros, Teresa; Martins, Francisco Vitorino; Barandas, Hortênsia Gouveia; Machado, Joana CésarIdentity is traditionally defined as an emission concept (Kapferer, 2008). Yet, some research points out that there are external factors that that can influence it (Kennedy, 1975; Markwick e Fill, 1997; Balmer e Gray, 2000). This subject is even more interesting if one considers corporate brands. According to Aaker (2004) the number, the power and the credibility of corporate associations are bigger in the case...
Corporate brand identity management – proposal of a new framework
Barros, Teresa; Martins, Francisco Vitorino; Barandas, Hortênsia GouveiaThe term “corporate brand” has been widely used in literature since the eighties. According to Balmer (1998) this concept tends to be used as an alternative to the concept of corporate identity. The author argues that the use of branding principles to discuss corporate identity has tended to align the area more closely with marketing. However, the literature on brand management (Aaker, 1991; Kapferer, 1991 and ...
O Método Lead User para o desenvolvimento de produtos
Oliveira, Manuel Au-Yong; Barandas, Hortênsia; Ferreira, João José PintoEste artigo foca uma forma de inovação mais democrática. A democratização da inovação significa que há utilizadores de produtos e serviços (tanto empresas como consumidores individuais) que cada vez mais são capazes de inovar por iniciativa própria. Esta tendência crescente vem mudar a natureza das relações comerciais existentes no mercado, onde tradicionalmente eram os fabricantes quem detinham os processos de...
Identity – towards a conceptualization
Barros, Teresa; Martins, Francisco Vitorino; Barandas, Hortênsia GouveiaThe development of economical relations increases the interaction between organizations and stakeholders. It is no more acceptable to manage an organization under a transactional perspective where suppliers had a fundamental role. Nowadays organizations are being managed under a relational perspective where relations and relationship management in general have consequences in identity management (Hakansson e Sn...
Innovation and entrepreneurship: What professors from leading universities say
Oliveira, Manuel Au-Yong; Ferreira, João José Pinto; Barandas, HortênsiaAs innovation is essential for the competitiveness of enterprises and economic development there is a question which has been raised with some insistence: Do teaching practices make a difference to innovation and entrepreneurship in the work place? Experts were contacted for their views. They say yes, as long as the teaching method is adequate. So, in the USA, a naturally innovative society, a new concept of in...
What do innovators do to succeed? A case study of Sage plc
Oliveira, Manuel Au-Yong; Barandas, Hortênsia; Barros, AntónioWhat do innovators do in their efforts to succeed? Successful innovation is embedded and leveraged by the management strategy. Sage plc, the third largest management software company in the world, is analysed. Various factors are seen to foster an innovation culture at Sage: an open organizational culture, a responsive market orientation coupled with a proactive market orientation, an international expansion st...
The cultural determinants of international business loyalty: a case study of Ja...
Barros, António; Oliveira, Manuel Au-Yong; Barandas, HortênsiaIn business-to-business markets, customers’ loyalty is critical to success, although its building process may be different from consumer markets. Not only do we propose to investigate B2B loyalty but also how this construct occurs across cultures, i.e., is B2B loyalty affected by culture? Preliminary research results indicate that Japanese companies will change foreign supplier more easily than Portuguese compa...
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