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Full-Text Articles in Business Law, Public Responsibility, and Ethics

Color As A Source Of Brand Differentiation: Can It Be Defended?, Byron W. Keating, T. R. Coltman Sep 2009

Color As A Source Of Brand Differentiation: Can It Be Defended?, Byron W. Keating, T. R. Coltman

Dr Byron W. Keating

Savvy marketers have long sought to exploit the psychological effects of color to differentiate their brands and create competitive advantage: IBM Blue, Coca- Cola Red, and BP Green. These are not new colors but well-known brand colors. While changes in international trademark law over the past decade paved the way for marketers to seek protection for a color associated with a brand, this case demonstrates some important challenges in defending such trademarks.


In Pursuit Of A Sustainable Supply Chain: Insights From Westpac Banking Corporation, Byron Keating, Ali Quazi, Anton Kriz, Tim Coltman Sep 2009

In Pursuit Of A Sustainable Supply Chain: Insights From Westpac Banking Corporation, Byron Keating, Ali Quazi, Anton Kriz, Tim Coltman

Dr Byron W. Keating

Purpose – The aim of this paper is to provide clues to industry and academia on how best to approach the challenge of developing a sustainable supply chain. Design/methodology/approach – A case study was undertaken of the Westpac Banking Corporation – one of the world's most socially responsible banks – to examine how they approached the challenge of managing corporate social responsibility (CSR) in their supply chain. Findings – This paper highlights some of the challenges and opportunities associated with extending corporate governance beyond the firm boundary. Specific attention is given to a discussion of assessment and governance tools. Research limitations/implications ...


Cv July 2009, Byron W. Keating Jun 2009

Cv July 2009, Byron W. Keating

Dr Byron W. Keating

No abstract provided.


Cv March 2009, Byron W. Keating Feb 2009

Cv March 2009, Byron W. Keating

Dr Byron W. Keating

No abstract provided.