published_or_final_version / abstract / Industrial and Manufacturing Systems Engineering / Doctoral / Doctor of Philosophy

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It is widely believed that with the transition from the industrial to information-based economics, organizational knowledge has emerged as the single most critical resource at both macro and micro levels, which promotes the creation, sharing, and leveraging of the organization???s knowledge in current Customer Order Driven Engineering (CODE) environment. Insufficient knowledge management, hence lack of a structured Enterprise Knowledge Base (EKB) in a CODE environment, whilst involved in New Product Development (NPD) process may result in several problems resulting in creating less successful products. This research establishes an ???Enterprise Knowledge Base (EKB) framework??? with focus on the Product, Process and Organizational issues related to the NPD process. The framework has three major stages, namely ???Knowledge Acquisition???, ???Knowledge Organizing??? and ???Knowledge Validating???. Various frameworks/methods/models are developed as steps for each of these stages. The framework may increase the effectiveness of product and process development as well as enterprise competitiveness through developing a system architecture to understand, analyse and map organisational, operational activities and business objectives; and increasing the ability of an organisation to establish an integrated partnerships to share efforts on the design, manufacture and delivery of products. In knowledge acquisition stage, a ???Knowledge Capture framework??? and the ???Relationship matrices??? are developed to analyse and link the generic knowledge items of a NPD process in concurrent engineering environment. Among the relationship matrices, Task versus Task (Design Structure Matrix - DSM) matrix is comprehensively explored and decomposed to structure and link several processes at different levels for effective representation of the overall enterprise representation. In knowledge organizing stage, the acquired knowledge (important relations identified in the Task versus Task matrices) is represented in the form of ???Questionnaires???. Best practices gathered from several manufacturing firms in NPD in CODE have also been used as knowledge resource base for the Questionnaires. For grouping and validation of these Questionnaires, an ???Assessment Model??? is developed, which consists of five performance indicators of the organization namely ???Marketing???, ???Technical???, ???Financial???, ???Resource Management???, and ???Project Management???. Industry applications are carried out in two Australian Manufacturing Companies for the validation of the acquired knowledge. Two tests are carried out; in order to assess the sensitivity of question categories followed by another test to observe whether the model can accurately display the overall performance of the company in the five categories of NPD phases. These two tests have identified possible improvement areas in the NPD process of manufacturing organizations involved in the validation phase. Up to 80% of the findings of the EKB framework and assessment model were found to reflect the actual practices of the organizations.

Motivation: Various brand equity measures have been proposed in extant literature. Few researches have explored the theoretical similarities, differences and relationship between different brand equity measures. In the thesis, I will explore two types of brand equity measures, namely customer mind-set measures and product-market performance measures. In particular, I will look at: 1) the correlation between the two types of measures; 2) which measure reflects the underlying brand equity construct better; 3) the impacts of marketing mix elements on the two types measures respectively; and 4) the prediction relationship between customer mind-set measure and product-market performance measure. / Theoretical Framework: My main theoretical framework will be brand equity literature. I draw upon the Brand Value Chain framework (Keller & Lehmann, 2(03) to explore the conceptual differences between two types of brand equity measurements, namely customer mind-set and product-market performance measurements. Furthermore, I also use Keller's (1993) Customer-Based Brand Equity concept to explore how specific marketing activities impact the brand equity theoretically. / Data and Methodology: This thesis measures brand equity by two methods: customer mind-set (Keller, 1993) and revenue premium (Ailawadi, Lehmann, & Neslin, 2(03). I use two types of data in the empirical analyses. Survey data, procured from a consumer-packaged product company 1, is used to measure customer mind-set brand equity. This unique data consists of proprietary equity scan surveys on 11 brands from 2004 -- 2006 in the United States. The measurement model of brand equity is rooted in Keller's customer-based brand equity concept (1993). The measurements include brand awareness, brand performance, brand image, brand judgment, brand feelings and brand resonance (Keller, 2(01). The second data is from commercial sources, including IRI and TNS, for the specific brands and time periods corresponding to the survey data and includes revenue premium, price, sales, distribution, promotion, and advertising information. Various techniques are employed for analyses including descriptive and reliability analyses, correlation analyses, multiple-regression, and cross-validation. / Contribution: The contribution ofthis thesis is threefold. Firstly, it sheds light on the underlying theory and relationship between two types of brand equity measurements and provides empirical test of the theory. Secondly, it provides a systematic exploration of the impact of marketing mix elements on brand equity using real market data and two different measurements. Third, it offers very practical guidance for managers on how to choose a specific brand equity measures and how to track the brand equity measures over time for their brands. / 1Because a confidential agreement with this company, the company name, brands name as well as product category will be disguised in the thesis.

The thesis focuses on the branding phenomenon in its relationship with territory. Owners of global brands seek to defend a set of positive associations that goes beyond the concept of trademark per se. In that undertaking, the territorial limitation of trademark rights is perceived as an impediment to a worldwide protection of the branded myth. / The thesis analyses the branding phenomenon and the territoriality principle of trademark law. It also depicts the methods currently employed by trademark owners to circumvent national legislations. The thesis supports alternative approaches, which successfully combine branding and territorial values. / Eventually, the conflict of applying domestic law to "universal" trademarks can be solved by an adequate use of the global branding notion and through the establishment or strengthening of relevant regional blocks.

No description available.

Thesis (PhDBusinessAdministration)--University of South Australia, 2004.

It is widely believed that with the transition from the industrial to information-based economics, organizational knowledge has emerged as the single most critical resource at both macro and micro levels, which promotes the creation, sharing, and leveraging of the organization???s knowledge in current Customer Order Driven Engineering (CODE) environment. Insufficient knowledge management, hence lack of a structured Enterprise Knowledge Base (EKB) in a CODE environment, whilst involved in New Product Development (NPD) process may result in several problems resulting in creating less successful products. This research establishes an ???Enterprise Knowledge Base (EKB) framework??? with focus on the Product, Process and Organizational issues related to the NPD process. The framework has three major stages, namely ???Knowledge Acquisition???, ???Knowledge Organizing??? and ???Knowledge Validating???. Various frameworks/methods/models are developed as steps for each of these stages. The framework may increase the effectiveness of product and process development as well as enterprise competitiveness through developing a system architecture to understand, analyse and map organisational, operational activities and business objectives; and increasing the ability of an organisation to establish an integrated partnerships to share efforts on the design, manufacture and delivery of products. In knowledge acquisition stage, a ???Knowledge Capture framework??? and the ???Relationship matrices??? are developed to analyse and link the generic knowledge items of a NPD process in concurrent engineering environment. Among the relationship matrices, Task versus Task (Design Structure Matrix - DSM) matrix is comprehensively explored and decomposed to structure and link several processes at different levels for effective representation of the overall enterprise representation. In knowledge organizing stage, the acquired knowledge (important relations identified in the Task versus Task matrices) is represented in the form of ???Questionnaires???. Best practices gathered from several manufacturing firms in NPD in CODE have also been used as knowledge resource base for the Questionnaires. For grouping and validation of these Questionnaires, an ???Assessment Model??? is developed, which consists of five performance indicators of the organization namely ???Marketing???, ???Technical???, ???Financial???, ???Resource Management???, and ???Project Management???. Industry applications are carried out in two Australian Manufacturing Companies for the validation of the acquired knowledge. Two tests are carried out; in order to assess the sensitivity of question categories followed by another test to observe whether the model can accurately display the overall performance of the company in the five categories of NPD phases. These two tests have identified possible improvement areas in the NPD process of manufacturing organizations involved in the validation phase. Up to 80% of the findings of the EKB framework and assessment model were found to reflect the actual practices of the organizations.

It is widely believed that with the transition from the industrial to information-based economics, organizational knowledge has emerged as the single most critical resource at both macro and micro levels, which promotes the creation, sharing, and leveraging of the organization???s knowledge in current Customer Order Driven Engineering (CODE) environment. Insufficient knowledge management, hence lack of a structured Enterprise Knowledge Base (EKB) in a CODE environment, whilst involved in New Product Development (NPD) process may result in several problems resulting in creating less successful products. This research establishes an ???Enterprise Knowledge Base (EKB) framework??? with focus on the Product, Process and Organizational issues related to the NPD process. The framework has three major stages, namely ???Knowledge Acquisition???, ???Knowledge Organizing??? and ???Knowledge Validating???. Various frameworks/methods/models are developed as steps for each of these stages. The framework may increase the effectiveness of product and process development as well as enterprise competitiveness through developing a system architecture to understand, analyse and map organisational, operational activities and business objectives; and increasing the ability of an organisation to establish an integrated partnerships to share efforts on the design, manufacture and delivery of products. In knowledge acquisition stage, a ???Knowledge Capture framework??? and the ???Relationship matrices??? are developed to analyse and link the generic knowledge items of a NPD process in concurrent engineering environment. Among the relationship matrices, Task versus Task (Design Structure Matrix - DSM) matrix is comprehensively explored and decomposed to structure and link several processes at different levels for effective representation of the overall enterprise representation. In knowledge organizing stage, the acquired knowledge (important relations identified in the Task versus Task matrices) is represented in the form of ???Questionnaires???. Best practices gathered from several manufacturing firms in NPD in CODE have also been used as knowledge resource base for the Questionnaires. For grouping and validation of these Questionnaires, an ???Assessment Model??? is developed, which consists of five performance indicators of the organization namely ???Marketing???, ???Technical???, ???Financial???, ???Resource Management???, and ???Project Management???. Industry applications are carried out in two Australian Manufacturing Companies for the validation of the acquired knowledge. Two tests are carried out; in order to assess the sensitivity of question categories followed by another test to observe whether the model can accurately display the overall performance of the company in the five categories of NPD phases. These two tests have identified possible improvement areas in the NPD process of manufacturing organizations involved in the validation phase. Up to 80% of the findings of the EKB framework and assessment model were found to reflect the actual practices of the organizations.

It is widely believed that with the transition from the industrial to information-based economics, organizational knowledge has emerged as the single most critical resource at both macro and micro levels, which promotes the creation, sharing, and leveraging of the organization???s knowledge in current Customer Order Driven Engineering (CODE) environment. Insufficient knowledge management, hence lack of a structured Enterprise Knowledge Base (EKB) in a CODE environment, whilst involved in New Product Development (NPD) process may result in several problems resulting in creating less successful products. This research establishes an ???Enterprise Knowledge Base (EKB) framework??? with focus on the Product, Process and Organizational issues related to the NPD process. The framework has three major stages, namely ???Knowledge Acquisition???, ???Knowledge Organizing??? and ???Knowledge Validating???. Various frameworks/methods/models are developed as steps for each of these stages. The framework may increase the effectiveness of product and process development as well as enterprise competitiveness through developing a system architecture to understand, analyse and map organisational, operational activities and business objectives; and increasing the ability of an organisation to establish an integrated partnerships to share efforts on the design, manufacture and delivery of products. In knowledge acquisition stage, a ???Knowledge Capture framework??? and the ???Relationship matrices??? are developed to analyse and link the generic knowledge items of a NPD process in concurrent engineering environment. Among the relationship matrices, Task versus Task (Design Structure Matrix - DSM) matrix is comprehensively explored and decomposed to structure and link several processes at different levels for effective representation of the overall enterprise representation. In knowledge organizing stage, the acquired knowledge (important relations identified in the Task versus Task matrices) is represented in the form of ???Questionnaires???. Best practices gathered from several manufacturing firms in NPD in CODE have also been used as knowledge resource base for the Questionnaires. For grouping and validation of these Questionnaires, an ???Assessment Model??? is developed, which consists of five performance indicators of the organization namely ???Marketing???, ???Technical???, ???Financial???, ???Resource Management???, and ???Project Management???. Industry applications are carried out in two Australian Manufacturing Companies for the validation of the acquired knowledge. Two tests are carried out; in order to assess the sensitivity of question categories followed by another test to observe whether the model can accurately display the overall performance of the company in the five categories of NPD phases. These two tests have identified possible improvement areas in the NPD process of manufacturing organizations involved in the validation phase. Up to 80% of the findings of the EKB framework and assessment model were found to reflect the actual practices of the organizations.