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  • 1.
    Wallström, Åsa
    et al.
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Karlsson, Ted
    Salehi-Sangari, Esmail
    Building a corporate brand: the internal brand building process in Swedish service firms2008In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 16, no 1-2, p. 40-50Article in journal (Refereed)
    Abstract [en]

    There is consensus that every organisation needs to develop a strong brand as part of its business strategy. It is, however, unclear how corporate brands can be effectively developed. The aim of this study is to empirically explore the internal corporate brand-building process in Swedish service firms. This process refers to activities that occur before the implementation of the brand. This is a qualitative study in which three case studies are presented and in which purposive sampling was applied. The study's aim was to find illustrative cases of firms that had recently conducted an internal, corporate brand-building process. The selected firms had initiated the process based on different circumstances (ie due to a crisis, geographical expansion or strategic repositioning). Personal interviews were used as the main data collection method. Three concurrent flows of activities, that is, data reduction, data display and conclusion drawing, have been applied in the data analysis. All firms aimed to strengthen the corporate brand in their brand portfolio by reducing sub-brands, and by updating their brand identity and brand position statements. Findings show that even though the three firms had initiated the internal corporate brand-building process for different reasons, the three stages in the process, that is, brand audit, brand identity and brand position statements, could still be identified. Differences, however, occurred within the stages.

  • 2. Karlsson, Ted
    et al.
    Wallström, Åsa
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Salehi-Sangari, Esmail
    Corporate brand in service firms: the brand team2008In: Recent Advances in Retailing and Services Science: conference 2008 : conference proceedings, Zagreb, Croatia, 14 July-17 July 20 / [ed] H.J.P. Timmermans, Eindhoven: EIRASS , 2008Conference paper (Refereed)
  • 3. Berglund, Anders
    et al.
    Nath, Atanu
    Karlsson, Ted
    Opoku, Robert
    Wang, Jinhui
    Quang, B.T.
    E-readiness of university divisions in online education2006Conference paper (Other academic)
    Abstract [en]

    E-readiness can be defined as the degree to which a community is prepared to participate in the networked world. In this paper the concept of e-readiness is used in terms of how internal and external factors affect the delivery of online education offered by universities. The paper applies the macro level five forces model as adopted by Chan and Welebir (2003) in the context of micro (university divisional level). Thus, the purpose is not to have generalizable findings, but rather use the delivery of online education as determinant for the level of universities' e-readiness, and explore the factors affecting e-readiness and ways of utilizing the factors as central to the study. Using a qualitative method case study interviews on divisional level were used to obtain in-depth empirical evidence. The study appears to indicate potential need to further modify the five forces model by Chan and Welebir (2003) due to the non-commercial nature of the Swedish education system. Also, co-operation in providing educational services such as the Net University in Sweden precludes market forces determination by universities internally. No specialized training program for the instructors to fit any special needs of students particular to online education was perceived.

  • 4.
    Karlsson, Ted
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
    Internal corporate brand building: case studies of three Swedish service firms2006Licentiate thesis, comprehensive summary (Other academic)
    Abstract [en]

    The brand is often mentioned as the most valuable asset for a firm, and this is especially true for the brand that bears the company name, i.e., the corporate brand. This study's research problem "what are the major components of internal corporate brand building in service firms?" is justified both by the potential of the corporate brand to create value for the service firm and its stakeholders, and by the lack of research in this area. Internal corporate brand building refers to the activities that occur before implementation. Furthermore, the corporate brand is often the major brand in service firms, and a strong brand will help the firm to overcome the problems caused by the characteristics of services, such as intangibility, inseparability and heterogeneity. The research problem was divided into two research questions, focusing on the brand building process (Research Question 1) and the brand team involved in the process (Research Question 2). The thesis adopted a qualitative research approach and case studies were conducted in three Swedish service firms. The data was collected mainly through personal interviews with the marketing manager in each firm, but secondary data such as internal documents and the annual report was also used. The findings support the general framework, although some minor differences were found. Most of the elements found in each step of the internal corporate brand building process, i.e., the brand audit, brand identity and brand position, were supported by previous research. Also, the comparison across cases revealed both differences and similarities. For instance, all firms wanted to strengthen the corporate brand in their brand portfolio (although only one firm used the corporate brand), by reducing sub-brands and by updating their brand identity and brand position. All firms also had associations they wanted to remove from and associations they wanted to add to their corporate brand. The brand team was identified in the three cases, and it was divided into a core brand team and an extended brand team. A formal reference group of employees could, for instance, be identified in the extended brand team, which assisted the core brand team in the brand building process. The marketing manager was identified as the brand champion in two of the three cases. The CEO was also part of the brand team, but did not have the central responsibility of the corporate brand that was suggested in the literature.

  • 5.
    Karlsson, Ted
    et al.
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
    Kuttainen, Christer
    Pitt, Leyland
    Spyropoulou, Stavroula
    Leeds University Business School, University of Leeds.
    Price as a variable in online consumer trade-offs2005In: Marketing Intelligence & Planning, ISSN 0263-4503, E-ISSN 1758-8049, Vol. 23, no 4, p. 350-358Article in journal (Refereed)
    Abstract [en]

    Purpose - To determine the impact of price on consumer decision making in online environments. Design/methodology/approach - Uses a conjoint experiment to investigate the trade-offs customers make when choosing and to establish their relative weights in online and offline situations. Findings - Finds that customers expect prices to be lower in an online environment than in a traditional sales channel. Research limitations/implications - Despite acknowledged limitations of experimental design and student samples, the findings have both theoretical and practical implications. Practical implications - Marketing planners can use the intelligence gained from conjoint studies such as this to improve the design and implementation of online retail experiences. Originality/value - Compares online and offline shopping environments with specific regard to the importance of price in each in the consumer decision-making processes, a hitherto overlooked issue in marketing research.

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