0000000000532865
AUTHOR
Vos Marita
Mapping Critical Factors in Brand Management Contributing to Innovation
The purpose of this paper is to analyse how branding contributes to innovation, by identifying different ways of connecting with changing markets and emerging consumer needs. This is clarified by strategic approaches found in the marketing management literature. While orientation to customer needs has always been crucial in marketing communication more attention is paid nowadays to customer and market intelligence in detecting relevant trends. A focus on the company’s own distinctive vision is advocated, as the choices to be made need to fit the strengths and capabilities of the company. Co-creation of value needs an intensive dialogue with customers about the brand as community property. I…
The Issue Arena of a Corporate Social Responsibility Crisis : The Volkswagen Case in Twitter
This paper explores the online debate in a corporate social responsibility crisis, where multiple actors communicate through social media, each representing different interests and views pertaining to the crisis. The study utilizes Twitter data relating to the recent case of the falsified Volkswagen diesel emissions that became public in 2015. To better understand the online interaction, use is made of issue arena theory and insights on CSR crises. The focus is on capturing the issue as it evolved over time, the actors and sentiments expressed, and the responses of the organization. The findings show that after the case became public, the emissions issue received massive attention in Twitte…
Contribution of Public Relations to Organizational Decision Making : Insights from the Literature
The purpose of this paper is to clarify the contribution of public relations practitioners to organizational decision making and, in particular, how this has been seen in peer-reviewed journals over the last 10 years. After a literature search, 38 articles originating from 26 different journals were further analyzed using thematic analysis. The period investigated ranged from the start of 2002 to October 2012. In the general literature on the roles of public relations practitioners, their participation in decision making was most frequently discussed in relation to its impact on decision making and enhancing managers’ understanding of the communicative aspects of decision-making processes. …