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Color As A Source Of Brand Differentiation: Can It Be Defended?, Byron W. Keating, T. R. Coltman
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
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 …
Outbound Tourism From China: Literature Review And Research Agenda, Byron W. Keating, A. Kriz
Outbound Tourism From China: Literature Review And Research Agenda, Byron W. Keating, A. Kriz
Dr Byron W. Keating
The rapid growth of China's outbound tourism market has attracted a great deal of attention in recent years. However, the academic literature is still sparse in this area. Using a theoretical framework that synthesises the key processes related to destination choice, the authors undertake a systematic review of the academic literature on outbound tourism from China. Stemming from this review, the article provides some direction for future empirical research on this important topic. The authors also suggest that a new model for travel planning could be developed, suggesting that traditional destination choice models may inadequately capture the nuances of destination …