Management Online REview

6 January 2009 | Home

ISSN 1996-3300

Marketing

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Making the Dream Happen: Unifying Marketing and Operations Management

Nevan Wright

Reinhard Huenerberg

This article aims at overcoming the separation of Marketing and Operations Management, two classic management disciplines usually polarized in academic studies and in practice. Two examples – customer satisfaction and multi-channel use, as well as a case study indicate the way this can be done. The authors draw material from research in progress which will result in a new textbook developing a number of ideas on the marketing-operations interface and an overall optimization.

Online Complaint Management at Swisscom: A Case Study

Alexandra Daniela Zaugg

To date, online complaint management has received only limited attention from scholars and practitioners, although it is expected to change because this new way of feedback management can offer considerable advantage for business. To have a first insight into Swiss (online) complaint management, a case study with a major Swiss telecommunications company, Swisscom, was conducted. This article explores how complaint management, and in particular online complaint management, is used in this company.

Resource-based Brand Management in a World of Diluting Intellectual Property Rights - A System Dynamic Model

Carsten Keller

Joerg Freiling

In the wake of the globalization of markets counterfeiting has become a major challenge for brand management. Considerable costs of the specification and enforcement of intellectual property rights in various emerging markets (eg, China) are forcing a systematic dilution that takes effect globally. Against this background, we address the problem of brand value appropriation in the absence of effective juridical means. Therefore, we develop a system dynamic model of brand management and competition referring to resource-based theory in order to foster a deeper understanding of the causal structure on both the organizational and industry levels.

Development of Franchising in the Emerging Market of Croatia

Ilan Alon

Mirela Alpeza

Aleksandar Erceg

Franchising is a new sector in transitioning and emerging Croatia. Those companies involved in retailing, distribution, and wholesaling operations are now becoming aware of the benefits (and costs) of franchising as an organizational method and are considering its adaptation to the local context. However, franchising is underdeveloped with only a handful of active firms, lack of regulatory structure, lack of support from institutions, disinterested banks and little experience in the marketplace. Our contribution is an assessment of the franchising model in the Croatian context.

The Power Regime Methodology: Differentiation Strategies for Achieving Sustainable Business Success

Andrew Cox

Dan Chicksand

This THIRD article in a SERIES OF FIVE considers differentiation strategies for achieving sustainable business success and introduces the ‘Lakeland Premium Branded Beef Case’. This is a strategy case focused on Pioneer Foodservices - a catering butcher - in its attempt to create more value by developing a premium meat brand. The FIRST (Cox & Chicksand 2007g) article considered the latest advice in the food and farming industry to achieve sustainable and profitable production in the face of foreign competition and introduced the ‘Power Regime Methodology’. The SECOND article (Cox & Chicksand 2007f) argued that lean and collaborative strategies for food and farming are often based on erroneous general assumptions about these industries. The article showed that the farming industry, and in fact all businesses in any sector, need to understand their position in a specific supply chain, and adopt a competitive strategy that can ring fence an acceptable return. The ‘Competitive Strategy Tool’ highlighted the different strategic options available, including cost leadership and differentiation. This THIRD article considers differentiation strategies in more detail and, in particular, branding strategies aimed at increasing the power and leverage of sellers—both against their competitors and with their customers. The importance of understanding power in markets and supply chains, and how to rebalance power using differentiation strategies (such as branding) is explained in the ‘Lakeland Premium Branded Beef Case’. A ‘Brand Risk & Vulnerability’ Tool is also introduced.

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