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Exploration on factors influencing Korean diaspora entrepreneurs’ investment in the homeland 影响韩裔企业家回国投资的因素探讨
IF 3.1 Pub Date : 2018-11-09 DOI: 10.1108/APJIE-09-2018-0051
Choo-Hui Park, Hankyu Chu
PurposeThe Government of Korea institutionalized the World Korean Business Convention (WKBC) and the World Korean Business Network (WKBN) to promote Korean diaspora entrepreneurs’ investment in the homeland. Few studies have examined the effectiveness of the WKBC and WKBN and the critical variables affecting them. This paper aims to fill this gap by exploring important variables affecting Korean diaspora entrepreneurs’ investment in the homeland. It also seeks to examine the relationships among these variables to inquire upon a set of critical questions pertaining to Korean diaspora entrepreneurs’ investment in the homeland including the effectiveness of the WKBC and WKBN.Design/methodology/approachTo achieve the above purpose, critical variables influencing Korean diaspora entrepreneurs’ investment in the homeland were identified and four hypotheses that include the inquiries pertaining to the effectiveness of the WKBC and WKBN were developed in terms of those variables. The hypotheses were empirically tested using the survey data gathered from the participants of the annual WKBC.FindingsThe current research found that Korean diaspora entrepreneurs’ evaluation of the investment climate in the homeland was not favorable. The WKBC was positively evaluated by Korean diaspora entrepreneurs willing to make investment, There is discrepancy between expectations of the WKBN’s target group (i.e. Korean diaspora entrepreneurs willing to make investment) and its performance for the group, and there is a difference between ascending and descending Korean diaspora entrepreneurs in assessment of investment value of the homeland.Originality/valueA majority of studies on diaspora entrepreneurship and development have so far cast light on ascending diaspora entrepreneurs while neglecting descending diaspora entrepreneurs. In this regard, the most interesting finding of the current study to both researchers and policymakers may be the fact that descending Korean diaspora entrepreneurs assess the investment value of the homeland differently from ascending Korea diaspora entrepreneurs. The finding calls for further research on causes of the difference, and different natures of descending diaspora entrepreneurs compared to those of ascending diaspora entrepreneurs. Such research will enable policymakers to formulate and implement effective strategic diaspora policies that take the differences into consideration.
韩国政府将世界韩人商业大会(WKBC)和世界韩人商业网络(WKBN)制度化,以促进海外韩人企业家在韩国的投资。很少有研究考察了WKBC和WKBN的有效性以及影响它们的关键变量。本文旨在通过探索影响韩国侨民企业家在本国投资的重要变量来填补这一空白。它还试图审查这些变量之间的关系,以询问有关韩国侨民企业家在祖国投资的一系列关键问题,包括WKBC和WKBN的有效性。设计/方法/方法为了实现上述目的,确定了影响韩国侨民企业家在祖国投资的关键变量,并根据这些变量制定了四个假设,其中包括有关WKBC和WKBN有效性的调查。使用从年度WKBC参与者收集的调查数据对这些假设进行了实证检验。目前的研究发现,韩国侨民企业家对本国投资环境的评价并不乐观。对WKBC的评价是积极的。对WKBN的目标群体(即有投资意愿的侨胞企业家)的期望与该群体的业绩存在差异,对祖国投资价值的评价也存在上升和下降的侨胞企业家之间的差异。独创性/价值迄今为止,大多数关于侨民创业和发展的研究都只关注上升的侨民企业家,而忽视了下降的侨民企业家。在这方面,对研究人员和政策制定者来说,当前研究最有趣的发现可能是,下降的韩国侨民企业家对祖国投资价值的评估与上升的韩国侨民企业家不同。这一发现需要进一步研究差异的原因,以及与上升的侨民企业家相比,下降的侨民企业家的不同性质。这种研究将使决策者能够制定和实施考虑到这些差异的有效的战略性侨民政策。
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引用次数: 5
Understanding the accelerator from resources-based perspective 从基于资源的角度理解加速器
IF 3.1 Pub Date : 2018-10-02 DOI: 10.1108/APJIE-01-2018-0001
Chul Hyun Uhm, C. Sung, Joo-Yeon Park
PurposeThis study aims to explore Accelerators and their practices in sustaining start-ups within their innovative programs for these companies based on the resource-based perspective. Moreover, with an ever-increasing demand for Accelerators amongst start-up companies, this study also demonstrates the importance of Accelerators, as it pertains to new venture creation.Design/methodology/approachThis research uses an exploratory case study approach to examine a comparative view of leading Accelerator companies in the USA and Korea based on resource support.FindingsThe results of this study show that there are a number of differences between Accelerators of the two countries in terms of the resources they support for early-stage start-ups. The findings also show some similarities. However, in Korea, the Accelerator landscape is limited, where mentorship, resources and investments are not readily accessible, resulting in low success rates for Korean start-up companies. These limitations have had a negative trickle-down effect when providing entrepreneurs with strong access to resources and investors, which highly affects the success rates of early-stage start-ups.Practical implicationsIn terms of the resource-based theory, this study contributes to the growth of early start-ups by emphasizing the role of the accelerator and suggesting the extent and impact that entrepreneurs have access to resources and investors.Originality/valueWith significant growth in start-ups around the world, the necessity for start-up funding and mentorship has increased drastically. Start-up companies need various types of assets, systems, knowledge and information to achieve their goals. In Accelerators, start-ups receive all the aforementioned resources while also improving their entrepreneurial skills. Start-up companies have many options in seeking investors who support both tangible and intangible resources to boost growth. While there is a wealth of information on traditional funding methods, there are few studies that shed light on the role of Accelerators from the resource-based point of view.
目的本研究旨在探讨基于资源基础的加速器及其在这些公司的创新计划中支持初创企业的实践。此外,随着初创公司对加速器的需求不断增加,这项研究也证明了加速器的重要性,因为它与新的风险创造有关。设计/方法论/方法本研究采用探索性案例研究方法,在资源支持的基础上,对美国和韩国领先的加速器公司进行比较研究。发现这项研究的结果表明,两国加速器在为早期初创企业提供的资源方面存在许多差异。研究结果也显示出一些相似之处。然而,在韩国,加速器的前景有限,导师、资源和投资都不容易获得,导致韩国初创公司的成功率很低。当为企业家提供强大的资源和投资者渠道时,这些限制产生了负面的涓滴效应,这在很大程度上影响了早期创业的成功率,这项研究通过强调加速器的作用,并提出企业家获得资源和投资者的程度和影响,为早期初创企业的成长做出了贡献。创意/价值随着世界各地初创企业的显著增长,对初创企业融资和指导的必要性急剧增加。初创公司需要各种类型的资产、系统、知识和信息来实现其目标。在加速器中,初创企业获得了上述所有资源,同时也提高了他们的创业技能。初创公司在寻找支持有形和无形资源以促进增长的投资者方面有很多选择。虽然有大量关于传统筹资方法的信息,但很少有研究从资源角度阐明加速器的作用。
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引用次数: 13
Editorial 社论
IF 3.1 Pub Date : 2018-09-12 DOI: 10.1108/apjie-08-2018-050
Bong Jin Cho, Sun Young Park, Chang Won Lee
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引用次数: 0
Framework for successful supply chain implementation in healthcare area from provider’s prospective 从供应商的角度出发,在医疗保健领域成功实施供应链的框架
IF 3.1 Pub Date : 2018-09-12 DOI: 10.1108/APJIE-04-2018-0024
Ik-Whan G. Kwon, Sung-Ho Kim
PurposeThis paper aims to explore avenue where suppliers and manufacturers are aligned with health-care providers to improve supply chain visibility. Supply chain finance is explored to link suppliers/manufacturers with health-care providers.Design/methodology/approachExisting literature on supply chain visibility in health care forms a basis to achieve the study purpose. Alignment calls also for financial health where supply chain partners’ working capital is readily available to execute joint supply chain plan.FindingsThere is a disjoint in supply chain alliance between suppliers/manufacturers and providers where providers are unable to trace the origin of supplies. Quality care suffers and cost of care rises as providers search for supplies on an emergency basis. This paper provides a framework where solution can be formulated.Research limitations/implicationsSuppliers/manufactures form a direct strategic alliance with providers where product visibility enables health-care providers with a better patient management with lower cost of supplies. Inventory management and logistics cost will be lowered as better planning/forecasting is in place. This paper does not call for testing any hypothesis. Perhaps, next move along this line will be to investigate financial health of supply chain partners based on supplier relationship management practices.Originality/valueThis paper proposes health-care supply chain as an alternative solution to achieve the following twin purposes: controlling the cost while improving quality of care through supply chain finance. As far as we know, this study is the first attempt to achieve the goals.
目的本文旨在探索供应商和制造商与医疗保健提供者结盟的途径,以提高供应链的可见性。探索供应链融资,将供应商/制造商与医疗保健提供者联系起来。设计/方法论/方法关于医疗保健中供应链可见性的现有文献构成了实现研究目的的基础。协调还要求财务健康,供应链合作伙伴的营运资金可以随时用于执行联合供应链计划。发现供应商/制造商和供应商之间的供应链联盟脱节,供应商无法追踪供应来源。随着医疗机构在紧急情况下寻找医疗用品,优质医疗受到影响,医疗成本上升。本文提供了一个可以制定解决方案的框架。研究限制/影响供应商/制造商与供应商结成直接战略联盟,产品可见性使医疗保健供应商能够以更低的供应成本更好地管理患者。库存管理和物流成本将随着更好的规划/预测的实施而降低。这篇论文不要求检验任何假设。也许,下一步将基于供应商关系管理实践来调查供应链合作伙伴的财务健康状况。独创性/价值本文提出医疗供应链作为一种替代解决方案,以实现以下双重目的:通过供应链融资控制成本,同时提高医疗质量。据我们所知,这项研究是实现这些目标的第一次尝试。
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引用次数: 14
Entrepreneurial capability (EC) environment in ASEAN-05 emerging economies 东盟-05新兴经济体的创业能力环境
IF 3.1 Pub Date : 2018-09-04 DOI: 10.1108/APJIE-01-2018-0002
Munshi Naser Ibne Afzal, Kasim Mansur, Umme Humayara Manni
PurposeThe entrepreneurial capability (EC) environment refers to the general social and economic settings of a given local/regional entrepreneurship environment. The primary purpose of this study is to uncover key indicators of the EC milieu and test these components empirically within the context of the Association of South East Asian Nations (ASEAN)-5 economies to elucidate the current state of their EC environments, at the regional and national levels. To this end, the aim of this study is twofold. First, this work endeavors to explicate the determinants of EC, with aims of elucidating its association to commercial opportunities in (ASEAN)-5 economies, namely, Indonesia, Malaysia, the Philippines, Singapore and Thailand. Next, this study applies the developed theory, including the identified determinants of EC to empirically test the efficiency and imperative coefficients of variables that have an impact on perceived entrepreneurial capabilities within a given environment.Design/methodology/approachThis research applies two frontier models, namely, the consistent estimation of fixed-effects and linear transformation stochastic frontier models, to assess the coefficients of significant EC variables for the panel sample. Data corresponding to the assessed variables were retrieved from the databases of the Global Entrepreneurship Monitor (GEM) – 2016 and the World Competitiveness Yearbook (WCY) – 2016, for the period, 2010-2016.FindingsThe attained results suggest that factors corresponding to the variables “Entrepreneurship as a good career choice” and “perceived opportunities” have played a significantly positive role on the EC environment of ASEAN 05, although findings suggest both factors may still be improved upon. Conversely, the “fear of failure rate” factor was shown to have exerted a negative impact on the efficiency of the EC environment of ASEAN 05. Other important variables – such as intellectual property rights, university education and knowledge transfer rate – were shown to generate a positive impact on the EC environment of these economies.Originality/valueThis study makes an important contribution to the entrepreneurship literature and can stimulate policymakers to rethink the EC settings of ASEAN-05 in their pursuit of an innovation-driven region.
创业能力(EC)环境是指一个给定的地方/区域创业环境的一般社会和经济环境。本研究的主要目的是揭示欧共体环境的关键指标,并在东南亚国家联盟(东盟)5个经济体的背景下对这些组成部分进行实证测试,以阐明其区域和国家层面的欧共体环境现状。为此,本研究的目的是双重的。首先,本工作努力阐明经济合作的决定因素,目的是阐明其与(东盟)5个经济体,即印度尼西亚、马来西亚、菲律宾、新加坡和泰国的商业机会的联系。接下来,本研究应用已开发的理论,包括确定的电子商务决定因素,对给定环境中影响感知创业能力的变量的效率和命令性系数进行实证检验。设计/方法/方法本研究采用固定效应一致性估计和线性变换随机前沿模型两种前沿模型来评估面板样本中显著EC变量的系数。评估变量对应的数据检索自《2016年全球创业监测》(GEM)和《2016年世界竞争力年鉴》(WCY)的数据库,检索时间为2010-2016年。研究结果表明,“创业作为一个好的职业选择”和“感知到的机会”这两个变量对应的因素对东盟05的欧共体环境起了显著的积极作用,尽管研究结果表明这两个因素仍有待改进。相反,“对失败率的恐惧”因素对东盟共同体环境的效率产生了负面影响。其他重要的变量,如知识产权、大学教育和知识转移率,对这些经济体的欧共体环境产生了积极的影响。创新/价值本研究对创业文献做出了重要贡献,并可以激励政策制定者在追求创新驱动区域的过程中重新思考东盟-05的EC设置。
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引用次数: 5
Spinoffs versus non-spinoff entrepreneurs 分拆与非分拆企业家
IF 3.1 Pub Date : 2018-09-04 DOI: 10.1108/APJIE-04-2018-0020
YeJin Park, Youngwon Park
PurposeThe purpose of this study is to explore the role of spinoff entrepreneurs in the post-bubble Japan and ultimately to facilitate policy reforms that benefit entrepreneurs most in need of support.Design/methodology/approachThis study adopts a survey of Japanese entrepreneurs from 2003 to 2013. Exploiting the survey questions, the authors separate spinoff startups from the non-spinoff startups. Using this data set, this study first performs a logistic regression, followed by a chi-squared independence test between spinoff startups and firm performance.FindingsThis study finds that while both human and social capital predict the probability of a firm’s positive performance, industry experience was the strongest predictor for the probability of performance.Originality/valueAs Garvin (1983) stated, most research on spinoffs are limited to both industry type and location. The theoretical contribution of this study is to broaden the applicability of current entrepreneurship theories by considering industries beyond technological startups. The practical value of this study is to begin evaluating policies and their interaction effect with cultural context.
目的本研究的目的是探讨分拆企业家在后泡沫日本中的作用,并最终促进政策改革,使最需要支持的企业家受益。设计/方法论/方法本研究采用了2003年至2013年对日本企业家的调查。利用调查问题,作者将衍生创业公司与非衍生创业公司区分开来。利用这一数据集,本研究首先进行了逻辑回归,然后进行了分拆创业公司和公司业绩之间的卡方独立性测试。发现这项研究发现,虽然人力资本和社会资本都能预测企业取得积极业绩的概率,但行业经验是业绩概率的最强预测因素。原创性/价值正如Garvin(1983)所说,大多数关于衍生产品的研究都局限于行业类型和地点。本研究的理论贡献是通过考虑科技初创企业之外的行业,拓宽当前创业理论的适用性。本研究的实际价值在于开始评估政策及其与文化背景的互动效果。
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引用次数: 3
Entrepreneurial orientation, entrepreneurial education and performance 创业导向、创业教育与绩效
IF 3.1 Pub Date : 2018-09-04 DOI: 10.1108/APJIE-05-2018-0028
Y. Cho, Joo-Heon Lee
PurposeKorean economy is demanding to change from an industrial society to an entrepreneurial society. It is asking for a generational change from the preexisting paradigms of such as labor consciousness, the concept of work and company management. Entrepreneurship is one of the key elements that will lead to a successful business performance under highly uncertain business conditions. The purpose of this paper is to examine the relationship between entrepreneurial orientation and business performance. Also, the authors look for the role of entrepreneurship education in the influence of entrepreneurial orientation on financial and nonfinancial business performance.Design/methodology/approachTo accomplish the purpose of this study, the authors carried out a survey targeting nascent entrepreneurs and total early-stage entrepreneurs with less than seven years of experience. Based on the Miller’s (1983) definition, a group of questions for entrepreneurial orientation, similar to Covin and Slevin (1989), were developed.FindingsFirst, among the subfactors of entrepreneurial orientation, it was clear that innovative progressiveness affected nonfinancial business performance. Second, risk-taking propensity did not influence both financial business performance and nonfinancial business performance. Third, entrepreneurship education had no connection with entrepreneurial orientation or business performance.Practical implicationsNonfinancial business performances are related with long-term goals and growth potential. Innovative proactiveness affects nonfinancial business performance. Thus, entrepreneurs should look for ways to promote their innovative proactiveness. Entrepreneurship education for experienced entrepreneurs is not as effective as that for students.Originality/valueIn the authors’ study, survey questionnaires were sent to 200 nascent and total early-stage entrepreneurs searching for business angel investments or entrepreneurship consultants in Korea. A total of 180 entrepreneurs answered the survey questions online. There are not so many valid studies examining the effect of entrepreneurship education for nascent and total early-stage entrepreneurs in Korea.
韩国经济正面临着从产业社会向企业社会转变的迫切要求。这是要求从劳动意识、劳动观念、企业经营等已有的范式中进行代际变化。企业家精神是在高度不确定的商业环境下取得成功的关键因素之一。本文的目的是研究创业取向与企业绩效之间的关系。此外,作者寻找创业教育在创业取向对财务和非财务经营绩效的影响中的作用。设计/方法/方法为了完成这项研究的目的,作者对初生企业家和经验少于7年的早期企业家进行了调查。在Miller(1983)定义的基础上,发展了一组类似于Covin和Slevin(1989)的创业导向问题。研究发现:首先,在创业取向的子因素中,创新进步性明显影响非财务业务绩效。第二,风险承担倾向对财务经营绩效和非财务经营绩效均无影响。第三,创业教育与创业取向和经营绩效没有关联。非财务经营绩效与长期目标和增长潜力相关。创新主动性影响非财务经营绩效。因此,企业家应该寻找提升创新主动性的途径。对有经验的企业家的创业教育不如对学生的有效。原创性/价值在作者的研究中,向在韩国寻找天使投资或创业顾问的200名初创期和全部早期创业者发送了调查问卷。共有180名企业家在网上回答了调查问题。在韩国,没有多少有效的研究来检验创业教育对新生和全早期企业家的影响。
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引用次数: 154
Innovative capability, strategic goals and financial performance of SMEs in Ghana 加纳中小企业的创新能力、战略目标和财务绩效
IF 3.1 Pub Date : 2018-09-04 DOI: 10.1108/APJIE-10-2017-0033
Jacob K. Donkor, G. Donkor, Collins Kankam-Kwarteng, E. Aidoo
PurposeThis paper aims to investigate the moderating role of innovation capability and strategic goals in the financial performance of small- and medium-scale enterprises (SMEs) in Ghana.Design/methodology/approachInnovative capabilities and strategic goals in SMEs and their influence on financial performance were recognized and briefly debated according to the existing literature. Hypotheses were tested on research data on 340 SMEs in Ghana, which were conveniently selected. Finally, quantitative analysis was done, followed by a discussion of the research findings.FindingsResults from the study have proved that strategic goals have a strong positive relationship with financial performance. Also, there is a strong, positive and highly significant impact innovative capacity has on financial performance. Finally, the study found that innovative capability moderates the relationship between strategic goals and financial performance. It showed that at high levels of innovative capacity, high levels of strategic goals boost financial performance massively.Research limitations/implicationsThe findings are limited to SMEs in Ghana. Researchers should study why SMEs may not pursue any innovation capability activities as they have positive impact on their financial performance. They may also focus on strategic goals and financial performance.Practical implicationsThe study shows a necessity for longer-term innovation perspectives and a higher level of the importance of the application and assessment of strategic goals. Business owners and caretakers need greater awareness about the importance of innovation capability and strategic goals and their influence on the overall financial performance of SMEs. This will help them to adopt right innovate procedures for their businesses.Originality/valueOne of few research works to examine innovation capability and strategic goals on the financial performance of SMEs in a developing country.
目的本文旨在研究创新能力和战略目标对加纳中小企业财务绩效的调节作用。设计/方法/方法中小企业的创新能力和战略性目标及其对财务绩效的影响是根据现有文献认识和简要讨论的。假设是在加纳340家中小企业的研究数据上进行测试的,这些数据是方便地选择的。最后,进行了定量分析,并对研究结果进行了讨论。研究结果表明,战略目标与财务绩效之间存在较强的正相关关系。此外,创新能力对财务业绩产生了强大、积极和高度显著的影响。最后,研究发现,创新能力调节战略目标与财务绩效之间的关系。研究表明,在高水平的创新能力下,高水平的战略目标会极大地提高财务绩效。研究局限性/影响研究结果仅限于加纳的中小企业。研究人员应该研究为什么中小企业可能不从事任何创新能力活动,因为它们对其财务业绩有积极影响。他们也可能关注战略目标和财务业绩。实际含义该研究表明,有必要从更长期的创新角度出发,并更高水平地认识到战略目标的应用和评估的重要性。企业主和管理者需要更多地认识到创新能力和战略目标的重要性及其对中小企业整体财务业绩的影响。这将有助于他们为自己的业务采用正确的创新程序。独创性/价值研究发展中国家中小企业财务绩效的创新能力和战略目标的少数研究工作之一。
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引用次数: 72
Effect of economic vulnerability on entrepreneurial competencies among Malaysian micro-entrepreneurs 经济脆弱性对马来西亚微型企业家创业能力的影响
IF 3.1 Pub Date : 2018-09-04 DOI: 10.1108/APJIE-03-2018-0013
A. Mamun, A. Rajennd, L. Muniady, Mohd Asrul Hery Ibrahim, N. Nawi
PurposeThis study aims to investigate the impact of economic vulnerability upon entrepreneurial competencies (i.e. commitment competency, conceptual competency, opportunity recognition competency, organizing competency, relationship competency and strategic competency) among respondents from varied development initiatives established by the eKasih program (National Poverty Data Bank) in Peninsular Malaysia.Design/methodology/approachUpon adopting the cross-sectional design, data were randomly gathered from selected 300 micro-entrepreneurs from the list of development organizations available in the eKasih (National Poverty Data Bank), located at four states in Peninsular Malaysia. The quantitative data were gathered by performing structured interview sessions from September until November 2017.FindingsThe outcomes of the study displayed that economic vulnerability has a significantly negative effect upon commitment, opportunity recognition, organizing and strategic competency. On the other hand, the results showcased that economi c vulnerability has a significantly positive effect on competency, but insignificantly positive impact upon conceptual competency.Originality/valueThese study outcomes appear to extend the scope of the resource-based view, apart from enriching the existing entrepreneurial competency literature, particularly within the Malaysian context. Hence, it is recommended that the government of Malaysia and development organizations should focus on maximizing the level of competency among micro-entrepreneurs as a viable approach to decrease the effect of economic vulnerability.
目的本研究旨在调查经济脆弱性对创业能力(即承诺能力、概念能力、机会识别能力、组织能力、关系能力和战略能力)的影响马来西亚半岛。设计/方法/方法采用横断面设计后,从位于马来西亚半岛四个州的国家贫困数据银行(eKasih)的发展组织名单中随机抽取300名微型企业家,收集数据。定量数据是通过2017年9月至11月的结构化访谈收集的。研究结果表明,经济脆弱性对承诺、机会识别、组织和战略能力有显著的负面影响。另一方面,研究结果表明,经济脆弱性对能力有显著的正向影响,但对概念能力的正向影响不显著。原创性/价值这些研究结果似乎扩展了基于资源的观点的范围,除了丰富了现有的创业能力文献外,特别是在马来西亚的背景下。因此,建议马来西亚政府和发展组织将重点放在最大限度地提高微型企业家的能力水平上,以此作为减少经济脆弱性影响的可行办法。
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引用次数: 16
Hermeneutics as innovative method to design the brand identity of a nanotechnology company 解释学作为设计纳米技术公司品牌标识的创新方法
IF 3.1 Pub Date : 2018-08-13 DOI: 10.1108/APJIE-02-2018-0005
Davide Settembre-Blundo, A. P. F. D. Hoyo, F. García-Muiña
PurposeThe purpose of this paper is to develop an innovative branding method based on the hermeneutical approach and interpretive theory, to respond to the need of a simple and effective tool to build corporate identity through an industrial brand identity design and, being a new business, has been considered the brand perception of their stakeholders as the main input to analyze.Design/methodology/approachThe case study of a small- and medium-sized enterprise (SME), that produces nanomaterials for the business-to-business (B2B) industrial market, is used to design the new hermeneutic branding method. The methodology process has been structured in four phases that have marked the investigation and that correspond to four different levels of knowledge that, in succession, between them, constituted the so-called hermeneutic circle.FindingsThis new approach allowed us to understand the social phenomenon related to the brand: its characteristic, context and the brand itself. Though hermeneutic analysis has confirmed that business strategy is only part of a more complex system of brand management, it must also consider the competitive environment and the views of the stakeholders.Practical implicationsThis paper contributes to research on industrial branding by adopting the hermeneutical approach in managerial practice. This paper is the first of its kind in detail modelling the design phases of a B2B brand, providing an operational tool for marketing specialists.Originality/valueThere is a lack of research studies in the methods for designing industrial brands. The contribution of this paper lies in proposing a new interpretative approach that, acknowledging the different expectations of the stakeholder in the supply chain, allows to draw a B2B brand that communicates the system values of the product and company.
目的本文的目的是基于解释学方法和解释理论,开发一种创新的品牌方法,通过工业品牌标识设计来回应建立企业标识的简单有效工具的需求,并作为一项新业务,将其利益相关者的品牌感知作为主要输入进行分析。设计/方法论/方法利用为企业对企业(B2B)工业市场生产纳米材料的中小型企业的案例研究来设计新的解释学品牌方法。方法论过程被分为四个阶段,这四个阶段标志着调查,并对应于四个不同的知识水平,在它们之间,依次构成了所谓的解释学循环。发现这种新方法使我们能够理解与品牌相关的社会现象:品牌的特征、背景和品牌本身。尽管解释学分析已经证实,商业战略只是更复杂的品牌管理系统的一部分,但它也必须考虑竞争环境和利益相关者的观点。本文将解释学方法应用于管理实践,有助于产业品牌研究。本文首次对B2B品牌的设计阶段进行详细建模,为营销专家提供了一个操作工具。创意/价值工业品牌的设计方法缺乏研究。本文的贡献在于提出了一种新的解释方法,该方法承认了供应链中利益相关者的不同期望,允许绘制一个传达产品和公司系统价值的B2B品牌。
{"title":"Hermeneutics as innovative method to design the brand identity of a nanotechnology company","authors":"Davide Settembre-Blundo, A. P. F. D. Hoyo, F. García-Muiña","doi":"10.1108/APJIE-02-2018-0005","DOIUrl":"https://doi.org/10.1108/APJIE-02-2018-0005","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to develop an innovative branding method based on the hermeneutical approach and interpretive theory, to respond to the need of a simple and effective tool to build corporate identity through an industrial brand identity design and, being a new business, has been considered the brand perception of their stakeholders as the main input to analyze.\u0000\u0000\u0000Design/methodology/approach\u0000The case study of a small- and medium-sized enterprise (SME), that produces nanomaterials for the business-to-business (B2B) industrial market, is used to design the new hermeneutic branding method. The methodology process has been structured in four phases that have marked the investigation and that correspond to four different levels of knowledge that, in succession, between them, constituted the so-called hermeneutic circle.\u0000\u0000\u0000Findings\u0000This new approach allowed us to understand the social phenomenon related to the brand: its characteristic, context and the brand itself. Though hermeneutic analysis has confirmed that business strategy is only part of a more complex system of brand management, it must also consider the competitive environment and the views of the stakeholders.\u0000\u0000\u0000Practical implications\u0000This paper contributes to research on industrial branding by adopting the hermeneutical approach in managerial practice. This paper is the first of its kind in detail modelling the design phases of a B2B brand, providing an operational tool for marketing specialists.\u0000\u0000\u0000Originality/value\u0000There is a lack of research studies in the methods for designing industrial brands. The contribution of this paper lies in proposing a new interpretative approach that, acknowledging the different expectations of the stakeholder in the supply chain, allows to draw a B2B brand that communicates the system values of the product and company.\u0000","PeriodicalId":45219,"journal":{"name":"Asia Pacific Journal of Innovation and Entrepreneurship","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2018-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/APJIE-02-2018-0005","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43801612","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
期刊
Asia Pacific Journal of Innovation and Entrepreneurship
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