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Displaying 1-30 of 76 results
Exclusive
AI in retail: Cutting-edge solutions for modern challenges
- Article
- 16 Jul 2024
- Shelby Hiter
In today's hyper-competitive retail landscape, retailers are increasingly using AI to gain advantage. AI can enhance retail operations in a growing number of ways including boosting customer engagement, improving sales and marketing strategies, optimising inventory management, streamlining supply chains and providing advanced data analytics and insights. A range of AI tools and technologies for retailers are explored with examples of how leading brands are using AI.
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Lidl v Tesco: lessons to be learned
- Article
- 20 May 2024
- Ewan Grist
Ewan Grist of Bird & Bird, who acted for Lidl in its trademark victory against Tesco, reveals some of the lessons brand owners can take from the judgment.
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How to market green products
- Article
- 01 Mar 2024
- Goutam Challagalla, Frédéric Dalsace
Many companies overestimate consumers’ interest in sustainable products, resulting in too many products that don’t sell well. Brands need to segment their customers by attitudes toward sustainability and tailor their messages accordingly. The authors suggest three categories for consumers - Greens ('true believers'), Blues ('agnostics') and Grays ('disbelievers').
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Securing brand trust and reputation in an era of political polarisation and AI-driven disinformation
- Article
- 26 Jan 2024
- Wasim Khaled
An in-depth consideration of how brands may manage the reputational risks arising from the convergence of two major sociotechnical forces — the rise of ideological polarisation and the emergence of generative AI capable of creating convincing hoax content.
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The story of turning a family wine business into a global brand: How we did it
- Article
- 01 Jan 2024
- Gérard Bertrand
The CEO of Gérard Bertrand Group discusses how he used a vineyard inherited from his father to build Gérard Bertrand, an internationally recognized wine label with annual sales of about €180 million. In this article he explains how putting nature - both human and environmental - at the heart of his decision-making has contributed to the company’s success and continues to drive its strategy.
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Building your brand the right way
- Article
- 01 Jan 2024
- Roger L.Martin, Jann Schwarz, Mimi Turner
The authors draw on a large database supplied by the World Advertising Research Council to empirically identify what kinds of brand advertising are most effective — both for attracting new customers and for converting them into loyal repeaters. They show that the key to successful brand building is offering a memorable, valuable, and deliverable promise to the customer. What’s more, a well-designed customer promise not only translates directly into sales but also provides an effective framework around which to organize a company’s activities.
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Death bells? Branding in the age of smartphones and AI
- Article
- 21 Nov 2023
- Peter Horst Robert
Branding has arguably been the most crucial marketing pillar in the twentieth century. This article examines the role of branding (and brand loyalty) in the past and how it has been disrupted recently by smartphones and AI, and makes recommendations for marketers to modify how they manage brands proactively. To the best of authors’ knowledge, this is the first paper to focus on the implications of changes in the marketplace driven by smartphones and AI on the future of branding.
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Top Hotel Companies 2023
- Article
- 01 Sep 2023
- Hotel Management
An annual survey of the top US hotel brands, published by Hotel Management journal. Provides details on the number of guestrooms, properties, guestrooms and properties under development
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Do unconventional brand name spellings help sales?
- Article
- 01 Sep 2023
Short article discussing recent consumer research into how the unconventional spelling of brands impacts sales for new-to-market brands. There are some exceptions, but the findings indicate that, in general, unusual spellings carry some risk.
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There's a new way to prove a $1,500 designer bag is real
- Article
- 30 Aug 2023
- Anna Irrera
Several major luxury fashion houses are investing in high-tech ways to track their most coveted and most expensive products. The article takes a look at why brands including Prada Group and Louis Vuitton have launched services built on the Aura consortium's blockchain technology, to allow customers to verify that their item is authentic. However, some experts are sceptical about the robustness of such blockchain solutions in real-life scenarios.
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The succession advisor: Five ways to value an intangible asset
- Article
- 27 Aug 2023
- Gene Marks
Article on five ways to try to determine the value of an intangible asset such as a company's patent, trademarks, IP, customer lists or even brand recognition. The author ultimately recommends two simultaneous approaches and advises the seller to put the onus on the buyer to come up with an initial price.
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The battle of Britain's luxury department stores
- Article
- 17 Aug 2023
- Hikmat Mohammed
London's luxury department stores are having a 'seesaw summer', says Mohammed Hikmat. Harrods' stellar 2022/23 financial results reflects its appeal to wealthy crowds shopping for mega brands in one place, whereas in Oxford Street Selfridges faces more than £1.7bn debt as a result of rising interest rates.
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Even tiny website slowdowns can cost you sales
- Article
- 01 Jul 2023
The article describes how website performance can impact retailers' brand reputation and profitability. It summarizes research presented in the article “Need for Speed: The Impact of In-Process Delays on Customer Behavior in Online Retail,” published in the journal 'Operations Research', 2023. Suggestions for reducing check-out time for online shoppers are given, including offering faster payment options such as Apple Pay and Google Pay.
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TikTok dupe culture can boost brand value: Brands are changing their strategies when it comes to knockoffs
- Article
- 26 Jun 2023
- Adrianne Pasquarelli
The strategies brands are deploying to tackle the ever-present problem of cheaper counterfeit items are changing. Some, like leggings brand Lululemon, are embracing so-called 'dupe culture' through 'dupe swap' events, rather than spending on traditional marketing. Others are using the trend to highlight their products as possible dupe alternatives to more expensive brands.
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The Music Week interview: Safiya Lambie-Knight
- Article
- 01 May 2023
- Anna Fielding
An interview with Spotify head of music for the UK & Ireland, Safiya Lambie-Knight. She discusses Spotify's 100 million dollar Creator Equity Fund to support marginalised groups, her role in the advancement of playlist brands like Who We Be, and her efforts to discover new talents and to achieve equality in the music industry.
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2023 Hotel Management Survey Franchise fees guide
- Article
- 01 May 2023
- Hotel Management
An annual survey of franchise fees for top US hotel brands, published by Hotel Management journal. The 2023 guide includes AC Hotels by Marriott, Aloft Hotels, and Americas Best Value Inn.
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How brands and influencers can limit fallout from paid promotions
- Article
- 01 May 2023
The article reports on how brands and social media influencers can make the most of their relationship, while limiting the damage from paid promotions. Topics include the increase in sponsored content on social media platforms YouTube and Instagram, the accumulative loss in followers experienced by influencers when they post advertising, and suggestions on how to market more effectively.
Exclusive
Cautious consumers still willing to pay for Big Macs and Huggies as prices rise
- Article
- 25 Apr 2023
- Leslie Patton, Daniela Sirtori-Cortina
Consumers are still spending on certain brands, such as McDonalds hamburgers, Nestlé SA coffee creamer and Kimberly-Clark Corp.'s Huggies nappies, even as prices for those products rise. This brand loyalty is helping boost sales for some of the biggest companies in the US and Europe, though there are questions about how resilient consumers will remain in the coming months.
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Luxury's play in a challenging world economy
- Article
- 19 Jan 2023
- David Moin, Jean E.Palmieri
At the National Retail Federation's January 2023 Big Show in Manhattan, leaders from LVMH, Neiman Marcus Group and Harrods discussed what's ahead for their brands. Women's Wear Daily magazine reports on the themes of the conference, including an increase in Americans shopping in Europe.
Exclusive
Branding a new product
- Article
- 01 Jan 2023
The results of a new study can help companies trying to decide how to brand a new product - whether to tie it to an existing brand, or use an entirely original name. Having examined nearly 20,000 products, researchers have identified five product and firm characteristics that guided the most successful branding choices.
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Negative reviews can be better for sales than positive ones
- Article
- 01 Nov 2022
- Amy Meeker
In a US study, 300 National Football League (NFL) fans were shown a a description of a league-branded hoodie and either a one-star or a five-star review of it by a Cleveland Browns fan. When people thought they and the reviewer were alike, their purchase intent was lower if they saw the one-star review rather than the five-star review. But when they felt unlike the reviewer, the one-star review generated significantly higher purchase intent than the five-star review.
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Should your company sell on Amazon?
- Article
- 01 Sep 2022
- Matt Higgins, Ayelet Israeli, Leonard A. Schlesinger, Sabir Semerkant
Selling on Amazon allows brands to reach millions of consumers - but that reach comes with a price. Potential drawbacks include smaller margins, more competition and limited capability for personalization. The authors present a scorecard to help brands determine whether the benefits of selling through Amazon exceed the costs.
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AI ethics committee - a new necessity?
- Article
- 01 Jul 2022
- Reid Blackman
Article explains why having expert oversight over your organisation's use of AI can safeguard your data and your brand. An AI ethics committee can identify and mitigate the ethical risks of AI products that are developed in-house or procured from third-party vendors.
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Fosun Tourism Group strengthens global business deployment
- Article
- 24 Jun 2022
An update on Fosun Tourism Group, which has achieved a turnaround in the first quarter of 2022, seizing on opportunities created by the recovery of the global tourism industry. It now owns several international brands, including Club Med and Thomas Cook. The Thomas Cook brand has expanded under Fosun by adopting digital business models.
Exclusive
Wells Fargo: a corporate recovery model to bank on
- Article
- 24 May 2022
- James Welch
James Welch uses Wells Fargo as a banking industry case example to examine corporate recovery. He makes the case that to move beyond self-inflicted reputational damage and regain sales, successful turnaround companies have embarked on a four-step corporate recovery process centred on four key words: Replace, Restructure, Redevelop and Re-brand. He sees Wells Fargo as a recent addition to these recovery stories.
Exclusive
The changing concept of convenience retail
- Article
- 01 Dec 2021
Convenience stores around the world are successfully creating a social destination for their consumer communities - for example through partnerships with local restaurants or pop-up and livestreaming events - creating a truly engaging experience.
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Brands on the picket line: How close should companies get to their consumers' crusades?
- Article
- 01 Dec 2021
- Jules Hall, Tim Mottau
This paper challenges some of the accepted definitions around brand purpose to create a better construct that more authentically links to the brand’s soul and the role it plays in the lives of its consumers. Armed with this renewed definition of brand purpose, the authors contend that brands will be able to navigate their role in support of critical social causes more effectively.
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Growing direct-to-consumer brands
- Article
- 01 Nov 2021
- Daniel Corsten, Matt Higgins, Kasturi V.Rangan, Leonard A.Schlesinger
To continue to grow, direct-to-consumer (DTC) brands need to revise the marketing innovations that gave them early momentum. The authors analyze the core challenges DTC brands such as Allbirds footwear and Dollar Shave Club faced as they attempted to grow, and propose four principles they should follow to ensure continued success.
Exclusive
Startups can raise from crowdfunding sites and get their venture capital too
- Article
- 14 Oct 2021
- Rebecca Szkutak
Increasingly startups are looking to crowdfunding platforms not to collect their entire rounds, but rather as tools to bring different types of investors in a raise.
Exclusive
The value-based pricing determination matrix for pricing method selection
- Article
- 01 Oct 2021
- F.Steinbrenner, J.Turčínková
A study introducing a model to aid pricing executives in their pricing method selection. The authors identify two main factors as necessities for using value-based pricing: brand advantage and delivered product benefits - as perceived by the customer.
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