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The purpose of this research undertaking has been to fundamentally look at brand-value orientation of social banks. The Project has specifically addressed the question how brand value aligned behaviour of employees emerges and how Living the Brand (LtB) affects individual work performance. From a social constructionist view multiple case study research with two social banks has been applied in an explanatory mode with literal replication. 19 depth interviews and three surveys including scaled and open-ended questions with total 242 respondents have been conducted and 925 statements to open-ended research questions have been analysed. Various models of Living the Brand have been estimated using structural equation modeling technique. The results of the Project have then been evaluated by expert interviews. The application of mixed methods has increased reliabi lity and validity of the case studies. The Project has concluded that Brand Orientation Intelligence, perceived Person-Organisation Fit, and Brand Identification significantly impact on one or more of the components of Living the Brand. The inner structure of Living the Brand has been conceptualized to include LtB Loyalty as the time/durability component, LtB Compliance as the normative dimension, and LtB Advocacy as the promotion dimension. These components have been related. Intention to stay with the enterprise i.e. LtB Loyalty has been found to negatively influence self assessed Comparative Individual Brand Performance (CIBP) whilst employees' adherence to behavioural brand standards i.e. LtB Compliance has positively affected CIBP. It has been confirmed that the chosen measurement items that have been borrowed from scales that have already been tested within contexts of for-profit enterprises also work in the context of social banks. The managerial implications of the results are in internal brand management, marketing and human resources management. The Project has been original in the sense that it hhas complemented with a value based perspective past research that has looked at internal branding from a marketing control perspective and it has presented a new model of Living the Brand. It has also been the first time that brand aligned employee behaviour has been researched in social banks. The Project has also provided first empirical evidence that employees of social banks are indeed driven by intrinsic values. The Project doesn't claim its results are generalisable, however it prudently suggests that the results are valid for private enterprises that are value centric and socially oriented such as a social bank.

Chief executives and management teams of large retail organisations and other type of firms acknowledge that globalization is the most critical challenge they face today. They are also keenly aware that it has become tougher now to identify internationalization strategies and to choose which countries to do business with. While some have stuck to the strategies they have traditionally deployed, which emphasize standardized approaches to new markets, others have operated with a few local twists. As a result, many multinational corporations are struggling to develop successful strategies especially in emerging markets. Retail entry into the developing Nigerian market has been seen to be particularly challenging as a result of the absence of specialized intermediaries, regulatory systems, and contract-enforcing mechanisms - "institutional voids," which hamper the implementation of company strategies. Using a multiple case study of twelve retail firms in the Nigerian market, this study assesses the entry mode strategies used by foreign retail firms in Nigeria. It draws on both the Institutional theory and the Transaction cost theory. The present study reveals that both internal and external factors (firm specific and host market environmental factors) influence the entry strategies adopted by foreign firms in the Nigerian market. These include unique brand concept, international experience, product/company reputation, firm size/ market resource commitment, cost of operation, network relationships in the market, as well as company habits, market population and wealth, close retail market distance, regulatory, legal, political and economic systems in the host Nigerian market, etc. The cost of operation and network relationships in the market directly relate to the transaction cost perspective while the formal and informal classifications of the institutional theory cover such other areas as: regulatory, legal, political and economic systems in the host Nigerian market, unique brand concept, international experience, product/company reputation, firm size/ market resource commitment, as well as company habits, market population and wealth, and close retail market distance. This study is one of the foremost to consider these two important perspectives in the context of a developing market like Nigeria. This study has several implications for the companies and their managers and also implications for the underpinning theories of transaction cost and institutional theory. Several recommendations are provided some of which are that: international retail firms should consider granting greater autonomy in decision making and use of networks to the subsidiaries in Nigeria because this increases their ability to learn from the foreign market and to realise innovation advantages associated with linkages to valuable sources of information and knowledge. The firms should better understand the characteristics of the various ent ry modes open to them and align these with their company strategies. The host Nigeria government is also called upon to improve the various institutional frameworks to boost FDI into the retail sector of the economy.

In the past few decades, scholars of the Industrial Marketing and Purchasing (IMP) Group have been scrutinising inter-organisational network phenomena. Acknowledging a subjectively held world view of persons, groups and organisations, particular focus has been laid on the perceived relevance and choice of relational enactment of particular ties in these networks for creating a particular value. The IMP tradition has been scrutinising such relational collaborations' pivotal constituents of actors, resources, and activities and empirically covered phenomena of space and time therein. This thesis is about conducting further basic descriptive research (Möller and Svahn, 2003) in longitudinal case studies (Ford and Mouzas, 2010). With emphasis on R&D intensive customer-centric innovation, this project will further explore the roles of actors, their rationales for networking, and their subjectively perceived value systems (Ford, 2011). This work draws on interpretivism and s ocial constructionism, applying pragmatist meta-cycles of scrutiny. The research process is placed within the German R&D department of a a multinational high-technology corporation's. It emphasises cross-case longitudinal observation of innovation relationships in specific B2B networks. The aim is to exemplarily examine these networks' sense-making, networking activities and value systems by interacting with the networks' project members. The proceedings involve the translation of research constituents into mathematical formulae and instrumental scorecards. The exchange of products, services, and goodwill and further qualities of collaboration are differentiated and put forth for subsequent refinement of observation. Valuein- exchange and value-in-use are found interrelated. A particular quality of the intrinsic network value as postulated by Ford (2011) is substantiated and expressed in this dissertation's framework of formulae. Interestingly, the findings point to the need to further examine the role and gradual obsolescence of the juridical contract. Moreover, the concept of the "actor" is found to be a potentially ambiguous term to be refined in future research.

The aim of this thesis is to provide a new insight into the "cause-effect" chain that "traditional" research on international promotional standardisation has neglected. A theory will be used as a conceptual base to formulate the research framework. This will identify key environmental and internal strategic factors as drivers and consequences of MNCs subsidiaries and Agencies' promotion standardisation decision making which, in turn affects the level of standardisation of these promotional elements - Advertising Strategy, Sales Promotion and the impact of the Internet on Promotion. This framework allowed the researcher to formulate further hypotheses and the design of a questionnaire to test these hypotheses and carry out the necessary empirical research and collection of primary data. 300 British MNC's were compared across the UK, France and Germany. In-depth Interviews were conducted after the questionnaire to further confirm the findings from the questionnaire. The framework supports the notion that there are antecedents that drive promotional standardisation. An additional contribution is that the model also looks at the impact of standardisation on promotion more fully than before and adds a valuable contribution in Internet Promotion. The thesis finds that, on average, managers reported that Standardised Advertising Strategy and Sales Promotion is fairly high across these markets in the EU with Internet Promotion being the highest.

The primary focus of this study is to explore how consumers determine the credibility of online social content, particularly consumer reviews. In doing so the research answered five key objectives: (1) to identify the types of online media used to gather product related information during an active information search, (2) to explore the factors considered by the consumer during information evaluation, (3) to determine the relative importance of each of the factors considered during decision making, (4) to investigate the interrelationships between the factors considered during decision making, and (5) to understand the factors which influence the credibility of online social content. A mixed methods methodology was adopted in the research. The 'connected consumer' segment was the sample frame. It was believed that by exploring the behaviours of the 'connected consumer' segment the study would aid in understanding the behaviours of the growing tech savvy consumer (O'Reilly and Marx, 2011), which is likely to become the largest consumer segment (Hardy, 2011). An exploratory qualitative element was conducted to ensure valuable positioning of the research, and determine the usefulness of sampling the connected consumer segment. A total of 12 semi-structured interviews were conducted to lead development of an online self-administered conjoint analysis survey. The survey generated a total of 180 usable responses, this sample was also found to be characteristic of the connected consumer segment. The findings of the research demonstrate that while the social media landscape offers multiple types of online social content, consumers are heavily reliant on online consumer reviews. The research makes a significant contribution to knowledge in the development of a new model of information credibility evaluation. It is argued that the structure of previous models of information credibility evaluation (Cheung et al, 2009; Hovland, 1948; Wathen and Burkell, 2002) are not structurally representative of the evaluation process. This research finds that content evaluative attributes are best represented by informational and normative determinants. By segmenting content evaluative attributes into informational and normative, the information credibility evaluation process is more accurately represented. To determine the credibility and personal relevance of an online consumer review, consumers use normative based content cues, source platform and content creator characteristics to assess the credibility of the informational content cues [the narrative]. In this study, the consumers' personal characteristics were not found to moderate the information evaluation process. The key implications for marketers, review site developers and consumers are discussed in relation to extracting more value from the consumer review process. Providing marketers with insight into handling the impact of consumer reviews on purchase; for review site developers with ideas to reduce the cognitive strain for consumers to review and evaluate reviews and increase the credibility of reviews; and finally for consumers themselves to write reviews that are helpful and credible. The directions for future research outlined in light of the findings of this research.

Profitability of customized solution has been an extensively discussed subject in recent years. Solution providers fail to recoup the benefit of their initial investments due to a misinterpretation of customer needs and misfits with internal objectives. This thesis provides additional tools to solution provider to better understand customer value and their willingness to pay. The objective of this study was to apply conjoint analysis to evaluate the willingness to pay for customized solutions under consideration of a specific maintenance case in the chemical industry. Different groups of buyers were evaluated concerning their preference regarding the solution composition, their price sensitivity and their potential to reduce costs. The thesis is divided in different sections starting with exploratory research among marketing and purchasing professionals on the general terminology, the adaption of standard conjoint analysis as main analytical tool for the evaluation of the buying preferences and the application of the model to a relevant group of buyers within the chemical industry. A hypothetical maintenance related case study was created in which the respondents had to consider themselves in the position of a professional purchaser and ranked different "solution offerings/price" combinations according to their personal preference. The solutions were based on a 2007 published process by Kapil R. Tuli and his colleagues. The results indicate tendencies that different groups of respondents show a different willingness to pay in a specific buying situation (maintenance case) depending on their professional background. Firstly commercial buyers tend to prefer a full profile solution giving away most of the in house control but likely to provide the greatest benefit on cost and risk reduction. Operational buyers which in our case were engineers and technicians like to maintain control on the machine operation and are less likely to take advantage of post deployment service offerings. Secondly the consolidated price functions generated with the conjoint data show similar shapes for both groups but operational buyers seem to be less price sensitive which is reflected by the utilities of the price levels. Thirdly conjoint analysis provides the means to detect potential areas for cost reduction for the solution provider. Operational managers put a high positive utility on solution which can already been realized with little efforts on the provider side. Fourthly a modified price setting model is introduced combining 5 components which have been identified as relevant during the study. They are 1. Relate value to the next best competitive alternative 2. Evaluate solution over its life time 3. Define cost reduction potential 4. Customize composition of solution selling process with respect to buyers preferences 5. Price sensitivity of the buyer The thesis ends with a critical reengagement into the literature. And suggestions for managers and further research The findings indicate that conjoint analysis can help to optimize the profitability of solution by better understanding customer value with respect to different groups of buyers.

At the time of this research, online social network (OSN) participation was approaching ubiquity in the Western world. Online social network participation requires information disclosure to achieve social capital benefit, yet privacy concerns are commonly acknowledged among participants. Thus, understanding how information disclosures in OSNs are rationalised in light of privacy concerns is the topic of this this research. While some research into the privacy calculus has been accumulated in the literature, a complete understanding of the phenomenon is lacking. As a result, this research sought to provide novel explanations of the privacy paradox. From a positivist perspective an embedded mixed methods research design was employed. Qualitative data was collected via focus groups to enrich and pre-test the survey instrument comprised of 12 latent constructs reflected by 82 manifest variables. A cross-sectional survey of 835 Canadian online social network users was subsequently conducted using a snowball sampling technique. The hypothesised measurement and structural model was analysed via Partial Least Squares Structural Equation Modelling techniques using SmartPLS 2.0. Results of the measurement and structural models offered external validation of a commonly accepted privacy concern construct. Communication Privacy Management theory was found to offer an effective description of certain OSN behaviours, but the measurement structure of the construct was not observed as hypothesised. Yet, numerous findings about how communication privacy management functioned within the privacy calculus were concluded from this research. Of particular note were the significant influences of privacy literacy and trust in various stakeholders upon communication privacy boundary coordination. Trust in the OSN provider was singled out as a major influence on OSN behaviours. Objective privacy knowledge was confirmed to be low. Privacy concern was revealed to be higher than anticipated but its effect on the privacy calculus was not as important as the other constructs. Thus, results of the final model contributed a novel privacy calculus model argued to contribute to the explanation of the privacy paradox. Among the original contributions of this research were the inclusion of a number of previously untested realtionships and constructs. Though theoretical support guided their inclusion, empirical tests of objective and subjective knowledge, trust in close connections and Communication Privacy Management had not previously been tested in the context of a privacy calculus in OSNs. Distinctions between the roles of both interpersonal and organisational trust were also evidenced. Implications to the science of marketing were clear as this study offered an obvious extension of knowledge and opportunities for future research were identified. Implications to government were revealed as a result of findings about objective knowledge. Implications to practice included recommendations for continued emphasis upon trust development and improvement and attention to privacy awareness.

Physical activity has a well understood set of benefits. UK leisure time physical activity (LTPA) is socially patterned, with lower socio-economic groups participating less. There is evidence from the literature that in addition to structural causes, there may be a ‘working class’ worldview of LTPA, which strongly influences their lack of participation. Thus, a theoretical approach for social marketers is advocated based on class culture. This approach, which centres on Bourdieu’s habitus, views problem behaviours in terms of class-based dispositions rather than individualistic intention, attitude and decision making. This research used an ethnographic mixed-method approach to explore the habitus of five case study families on a deprived estate. Findings suggested that their perception of LTPA was negative, or else they dismissed it as a leisure option. They preferred sedentary behaviours which matched their observed goals; of ‘family survival’, ‘image management’, ‘instant pleasure’ and ‘withdrawal through fantasy’. These rich insights, into the lives of particularly hard-to-reach families, are the first contribution of this PhD to the social marketing field. However, the theoretical approach taken also enabled a retroductive analysis (based on critical realist thinking) to explore hitherto invisible mechanisms which may be part of the observed habitus, and may have affected the observed dispositions towards LTPA. These were ‘lack of perspective’, ‘lack of control’ and ‘lack of participation’. Also, the theoretical conceptualisation of LTPA as a ‘culturally signifying practice’, embedded in the class cultural habitus, has enabled the researcher to explore three potential social marketing responses to the findings. These are the traditional approach based on exchange; the community-development approach of ‘habitus change’; and finally, environmental approaches, grounded in ecological theory and behavioural economics. The ethical and ideological contentions of these approaches for social marketers are discussed, and it is recommended that social marketers expand their strategic options to address powerful habitus effects.

This thesis explores the intersection of export, small firms and the Internet. In particular, the challenges of export barriers and the role of the web will be examined. Advances in technology, especially Internet technology, open new opportunities for exporters. The Internet enables virtual interaction between stakeholders in many markets around the world. Yet, with these opportunities come challenges. Exporters face economic, regulatory and social challenges in foreign markets. Transportation distances, import/export documentation, and language differences are just some of the challenges an exporter faces abroad. Large firms, with more resources, can acquire or develop know-how to address these challenges. Small and medium-sized firms, with fewer resources, are subject to considerable challenges in overcoming export hurdles and adopting Internet technology. Using a model developed from the review of literature, this study provides an integrated examination of SME exporters and the role of an Internet strategy. The factors for exploring Internet strategy draw from multiple activities, including outward looking Internet usage, Web 2.0 online network participation, and website characteristics and presence. Central to the model are marketing decisions and external forces that represent challenges for SMEs. Both are linked specifically to strategy and performance, providing an insight into the Internet's role in export success. This study used a multi-method approach to data collection. Survey, website evaluation and online business network data was generated from 83 Canadian SME exporters, with follow-up depth interviews with nine respondents. Qualitative theme analysis was applied to the interview data, open-ended survey questions and website observations. This informed an integrated analysis using qualitative and quantitative data. Findings indicate SMEs use the Internet and websites to overcome many key export barriers and improve their overall export performance. Owner/managers gather export market information and regard the Internet as a key means of communicating and relationship-building with potential and existing customers. However, the SMEs of this research focus on product-driven websites; evidence suggest the firms are underutilizing the opportunity to provide an interactive and internationalized experience for their foreign users. The Internet is important for mitigating external barriers such as foreign regulations, and language, while websites were found to be less utilized for these external barriers. Recent developments in Web 2.0 appear to offer interesting new approaches to addressing export barriers, but more research is needed in this area. A key outcome of this research is the importance of owner/manager attitude toward the Internet. The more owner/managers value the Internet the more it is used, the more it is used the more export barriers are addressed, and the more export barriers are addressed the better export performance the firms achieve. The findings from this thesis make several important contributions to the literature/knowledge base. The contributions pertain to the impact of an online strategy regarding export barriers and export performance. The qualitative and quantitative findings show an online strategy helps SMEs overcome several marketing and EXTERNAL export barriers. These findings add to the work of Leonidou (2004) about export barriers which the author notes are particularly challenging for SMEs. And, this research extends the qualitative work of Tiessen, Wright and Turner (2001), Tiessen (2003) and Saulnier and Rosson (2004). Several researchers, including Lohrke, McClure Franklin and Frownfelter-Lohrke (2006), Saban and Rau (2005) and Moini and Tesar (2005) have done empirical work about websites as channels. But the work did not involve evaluation of the firm's websites themselves. Nor does this extant work link online performance to export barriers and export performance as completed in this research. Furthermore, the research done in this thesis incorporates preliminary qualitative and quantitative data about SMEs use of Web 2.0 for export. Finally, this research offers a model linking the Internet to export barriers and performance. While the model as a whole needs further testing and validation, it provides an integration of SME strategy, resources, the unique role of the owner/manager, and the influence of the Internet regarding export performance. This model specifically links these factors to export barriers, which is a distinct contribution.