Hamed M. Shamma

Bio: Hamed M. Shamma is an academic researcher from American University in Cairo. The author has contributed to research in topics: Corporate branding & Stakeholder. The author has an hindex of 8, co-authored 27 publications receiving 391 citations.

Customer and non‐customer perspectives for examining corporate reputation

Abstract: Purpose – Several studies on corporate reputation have proposed a customer‐based approach for assessing corporate reputation. Other studies proposed examining corporate reputation from the perspective of other primary stakeholder groups such as employees, investors or suppliers. Hence this paper aims to examine corporate reputation by considering both the customer's and the non‐customer's views.Design/methodology/approach – This study was applied to the US wireless telecommunications industry. A random sample of 1,088 respondents composed of 518 customers and 570 representing the non‐customers, was generated for this study. The sample was randomly distributed by age, gender, income, education and geographic location.Findings – The findings of this study revealed that the formation of perceptions about corporate reputation differ between customers and non‐customers. The dimension of emotional appeal is specific to the customer group and the dimension of vision and leadership is specific to the non‐customer...

Toward a Comprehensive Understanding of Corporate Reputation: Concept, Measurement and Implications

Abstract: Corporate reputation is more important than ever. The highly turbulent business environment, increased public expectations, and pressure from different stakeholder groups have all contributed to the increased importance of examining and managing a company’s reputation. Academic scholars have been studying corporate reputation for the past two decades, with special attention during the past decade. This is evidenced by the special journals on corporate reputation such as the Corporate Reputation Review, special issues in various journals on corporate reputation and many academic conferences on this important research topic. Today, with the abundance of research on corporate reputation it was important to look back and reflect on these studies. It is important to provide an overall framework for understanding corporate reputation and its underlying components and measures. Accordingly, this paper aims to review the literature on corporate reputation, by examining the concept, its measurement, perspectives and overall implications on organizations. This paper offers a synthesis of the concept of corporate reputation as well as some implications for managers who want to actively manage their reputations.

Linking cause assessment, corporate philanthropy, and corporate reputation

Abstract: This study analyzes the link between cause assessment, corporate philanthropy, and dimensions of corporate reputation from different stakeholders’ perspectives, using balance theory as a conceptual framework and the telecommunications industry in Austria and Egypt as the empirical setting. Findings show that corporate philanthropy can improve perceptions of the corporate reputation dimensions, but the results vary between customers and non-customers and depend on the country setting.

Integrating Product and Corporate Brand Equity into Total Brand Equity Measurement

Abstract: Previous studies on brand equity measurement can be classified into the following main streams: (1)Customer-based Brand Equity (CBBE), where the value of the brand is determined by customers’ associationswith a product brand and (2) Corporate Brand Equity (CBE), where the value of the brand is determined bystakeholders’ associations toward a corporate brand. This paper proposes a holistic approach to Total BrandEquity (TBE) measurement which integrates Customer-based Brand Equity and Corporate Brand Equity intoTotal Brand Equity measurement. This approach offers a more comprehensive perspective for brand equityvaluation which addresses a company’s relationships with its customers and stakeholders at large. Further, thispaper offers a series of propositions that address the relationship between total brand equity and corporateperformance.

Customer‐driven benchmarking: A strategic approach toward a sustainable marketing performance

Abstract: Purpose – Most benchmarking methods are based on comparing financial and operational indicators with that of the leader in the market. Financial and operational indicators may not be sustainable in facing the speed and competitiveness of today's marketplace. The purpose of this paper is to propose a dynamic customer‐driven benchmarking approach that captures changes in customer perceptions and expectations and subsequent changes in service standards set by experienced customers as best practice.Design/methodology/approach – This paper is based on examining the current literature on benchmarking and suggesting a new approach for benchmarking that puts the experienced customer as the standard for benchmarking. The customer‐driven benchmarking approach is one that will ensure that companies are continuously improving and advancing their values to meet the needs of the sophisticated and demanding customers.Findings – The use of customer‐driven benchmarking will not only provide a clear direction and methods f...

A natural resource-based view of the firm

Abstract: Historically, management theory has ignored the constraints imposed by the biophysical (natural) environment. Building upon resource-based theory, this article attempts to fill this void by proposing a natural-resource-based view of the firm—a theory of competitive advantage based upon the firm's relationship to the natural environment. It is composed of three interconnected strategies: pollution prevention, product stewardship, and sustainable development. Propositions are advanced for each of these strategies regarding key resource requirements and their contributions to sustained competitive advantage.

S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM

Abstract: Research addressing the micro-foundational theoretical entity of customer engagement (CE) has proliferated in recent years. In parallel, the macro-foundational theory of service-dominant (S-D) logic is thriving. While the fit of CE/S-D logic has been recognized, insight into this theoretical interface remains tenuous, as explored in this paper. We develop an integrative, S-D logic–informed framework of CE comprising three CE foundational processes, which are required (for customer resource integration), or conducive (for customer knowledge sharing/learning) CE antecedents. While customer resource integration, in some form, extends to coincide with CE, customer knowledge sharing/learning can also do so. We also identify three CE benefits (customer individual/interpersonal operant resource development, cocreation) as CE consequences, which can also coincide with CE. Deploying the framework, we revise Brodie et al.’s (Journal of Service Research, 14(3), 252–271, 2011) fundamental propositions of CE and apply these to customer relationship management. We conclude with theoretical and managerial implications, followed by future research avenues.

The Achieving Society

Abstract: Examines the motivation for achievement as a psychological factor that shapes economic development. Refuting arguments based on race, climate, or population growth, the book instead argues for cultural customs and motivations - especially the motivation for achievement - as the major catalysts of economic growth. Considering the Protestant Reformation, the rise of capitalism, parents' influences on sons, and folklore and children's stories as shaping cultural motivations for achievement, the book hypothesizes that a high level of achievement motivation precedes economic growth. This is supported through qualitative analysis of the achievement motive, as well as of other psychological factors - including entrepreneurial behavior and characteristics, and available sources of achievement in past and present highly achieving societies. It is the achievement motive - and not merely the profit motive or the desire for material gain - that has advanced societies economically. Consequently, individuals are not merely products of their environment, as many social scientists have asserted, but also creators of the environment, as they manipulate it in various ways in the search for achievement. Finally, a plan is hypothesized to accelerate economic growth in developing countries, by encouraging and supplementing their achievement motives through mobilizing the greater achievement resources of developed countries. The conclusion is not just that motivations shape economic progress, but that current influences on future people's motivations and values will determine economic growth in the long run. Thus, it is most beneficial for a society to concentrate its resources on creating an environment conducive to entrepreneurship and a strong ideological base for achievement. (CJC)