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Isabelle Schuiling

Bio: Isabelle Schuiling is an academic researcher from Université catholique de Louvain. The author has contributed to research in topics: Marketing management & Globalization. The author has an hindex of 8, co-authored 34 publications receiving 1099 citations. Previous affiliations of Isabelle Schuiling include Centre national de la recherche scientifique & Catholic University of Leuven.

Papers
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TL;DR: In this paper, the authors reanalyzed the Young & Rubicam database Brand Asset Valuator and examined more than 744 brands across the four largest countries in Europe: the United Kingdom, Germany, France, and Italy.
Abstract: In the current context of globalization, firms have concentrated their efforts on the development of international brands. As a result, international brand portfolios have been restructured, and many successful local brands have been eliminated. This article's objective is to improve the understanding of local brand differences and competitive advantages relative to international brands. To achieve this, the authors reanalyzed the Young & Rubicam database Brand Asset Valuator and examined more than 744 brands across the four largest countries in Europe: the United Kingdom, Germany, France, and Italy. The authors discuss the managerial implications of the findings for international marketers as they develop their ideal international brand portfolios.

280 citations

Journal ArticleDOI
TL;DR: In this paper, the authors reanalyzed the Young & Rubicam database Brand Asset Valuator and examined more than 744 brands across the four largest countries in Europe: the United Kingdom, Germany, France, and Italy.
Abstract: In the current context of globalization, firms have concentrated their efforts on the development of international brands. As a result, international brand portfolios have been restructured, and many successful local brands have been eliminated. This article’s objective is to improve the understanding of local brand differences and competitive advantages relative to international brands. To achieve this, the authors reanalyzed the Young & Rubicam database Brand Asset Valuator and examined more than 744 brands across the four largest countries in Europe: the United Kingdom, Germany, France, and Italy. The authors discuss the managerial implications of the findings for international marketers as they develop their ideal international brand portfolios.

270 citations

Book
29 Feb 2000
TL;DR: In this paper, a broad treatment of the marketing function is provided, integrating both the strategic and operational dimensions, and the author enlarges the market definition to embrace all the key market players, to include competitors, distributors, and prescribers as well as the various customer groups in the wider macro-marketing environment.
Abstract: Taking a market orientation approach, this books offers more than coverage of the marketing function: it provides a broad treatment of the subject, integrating both the strategic and operational dimensions. The author enlarges the market definition to embrace all the key market players, to include competitors, distributors, and prescribers as well as the various customer groups in the wider macro-marketing environment. In addition, the author examines marketing strategy, demonstrating how strategic decisions can be implemented at the operational level.

176 citations

Journal ArticleDOI
TL;DR: In this paper, the authors focus on the branding strategies used in the pharmaceutical industry and compare them to some of the best practice seen in the fast-moving consumer goods (FMCG) area.
Abstract: The objective of this paper is to focus on the branding strategies used in the pharmaceutical industry and compare them to some of the best practice seen in the fast-moving consumer goods (FMCG) area. First the authors review the differences in the way branding is defined and organised in pharmaceuticals and FMCG and identify why branding could be leveraged in the pharmaceutical industry to help it return to strong growth in the future. Secondly, the authors analyse in detail what branding strategies are currently used within pharmaceuticals and contrast these with the practice in FMCG. The areas covered include the choice of brand name strategies, the level of brand globalisation, the use of brand extension and the subject of co-branding. Based on this benchmarking, the authors offer recommendations to guide future brand development successfully in the pharmaceutical industry.

45 citations


Cited by
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Journal ArticleDOI
TL;DR: In this paper, the authors present an integrative configuration of the concept of customer value that reflects its richness and complexity, including three complementary models: customer value in exchange, customer value buildup, and customer value dynamics.
Abstract: The concept of customer value is becoming increasingly used in strategy and marketing literature in recent years. Customer value is considered central to competitive advantage and long‐term success of business organizations. Consequently, a great importance attached to this concept. This paper attempts to build an integrative configuration of the concept of customer value that reflects its richness and complexity. It reviews, synthesizes and extends the literature on the subject. The configuration includes three complementary models, namely: customer value in exchange, customer value buildup, and customer value dynamics. Thinking about customer value in this way is helpful in the designing of and studying service offerings.

651 citations

01 Jan 2002
TL;DR: In this article, a cost-benefit approach to the decision to boycott and a conceptualization of motivations for boycott participation was presented and tested during an actual boycott of a multinational firm that was prompted by factory closings.
Abstract: While boycotts are increasingly relevant for management decision-making, there has been little research of an individual’s motivation to boycott. Drawing upon the helping behavior and boycott literatures, we take a cost-benefit approach to the decision to boycott and present a conceptualization of motivations for boycott participation. Our framework was tested during an actual boycott of a multinational firm that was prompted by factory closings. Consumers who viewed the closures as egregious were more likely to boycott the firm, though only a minority did so. Four factors were found to predict boycott participation: the desire to make a difference, the scope for self-enhancement, counterarguments that inhibit boycotting, and the cost to the boycotter of constrained consumption. Further, self-enhancement and constrained consumption were significant moderators of the relationship between the perceived egregiousness of the firm’s actions and boycott participation. The role of perceptions of others’ participation was also explored. Implications for marketers, NGOs, policymakers and researchers are discussed.

555 citations

Book
15 Jun 1999
TL;DR: Slywotzky as discussed by the authors discusses the role of leadership in Sense-and-Respond Organizations and describes a collaborative decision-making process for Adaptive Enterprises, including the Commitment Management Protocol to Work.
Abstract: Foreword by Adrian J. Slywotzky Introduction 1. The Premise and Promise of Sense-and-Respond 2. Unpredictability: The Only Sure Thing 3. Strategy: Past and Future 4. The Sense-and-Respond Alternative 5. Adaptiveness: Finding Meaning in Apparent Noise 6. The Role of Leadership in Sense-and-Respond Organizations 7. Building Organizational Context 8. Coordination: Keeping Track of Who Owes What to Whom 9. Managing by Wire 10. Managing the Transformation: A Case Study 11. Changing the Corporate DNA Appendix A: Creating the Modular Organization Appendix B: A Collaborative Decision-making Process for Adaptive Enterprises Appendix C: Putting the Commitment Management Protocol to Work Notes Acknowledgments Glossary Bibliography Index About the Author

496 citations

Journal ArticleDOI
TL;DR: In this article, a market orientation is defined as a business culture in which all employees are committed to the continuous creation of superior value for customers, and a market-back approach is proposed, an experiential approach in which a business continuously learns from its day-to-dayefforts to create and maintain superior values for customers and thereby continuously develops and adapts its customer value skills, resources, and procedures.
Abstract: A market orientation is a business culture in whichall employees are committed to the continuous creation of superiorvalue for customers. However, businesses report limited successin developing such a culture. One approach to create a marketorientation, the approach taken by most businesses, is the ’’programmatic‘‘approach, an a priori approach in which a business uses educationprograms and organizational changes to attempt to implant thedesired norm of continuously creating superior value for customers.A second approach is the ’’market-back‘‘ approach, an experientialapproach in which a business continuously learns from its day-to-dayefforts to create and maintain superior value for customers andthereby continuously develops and adapts its customer-value skills,resources, and procedures. Theory suggests that both approachescontribute to increasing a market orientation. It also suggeststhat when the a priori education of the programmatic approachis sharply focused on providing a foundation for the experientiallearning, the combined effect of the two learning strategiesis the largest. The implication is that the two strategies mustbe tailored and managed as a coordinated joint strategy for creatinga market orientation.

431 citations