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Ethical corporate marketing—as an organisational-wide philosophy—transcends the domains of corporate social responsibility, business ethics, stakeholder theory and corporate marketing. This being said, ethical corporate marketing represents a logical development visa-vis the nascent domain of corporate marketing has an explicit ethical/CSR dimension and extends stakeholder theory by taking account of an institution's past, present and (prospective) future stakeholders. In our article, we discuss, scrutinise and elaborate the notion of ethical corporate marketing. We argue that an ethical corporate marketing positioning is a prerequisite for corporations which claim to have an authentic ethical corporate identity.Our article expands and integrates extant scholarship vis-avis ethical corporate identities, the sustainable entrepreneur and corporate marketing. In delineating the breadth, significance, and challenges of ethical corporate marketing we make reference to the BP Deepwater Horizon (Gulf of Mexico) catastrophe of 2010.

The presented study explains the role of Marketing Intelligence (MI) in the brand positioning of select consumer durable goods. This involves examining the usage and application of Marketing Information System (MkIS) by the various marketing professionals for formulating brand positioning strategies related to various consumer durable goods offered by their respective organizations. One of the aims of this study is to design a scale that examines the impact of MI on the identified brand positioning factors derived from the extensive review of literature and exploratory factor analysis. Survey method has been used to collect the responses of marketing professionals working in the select consumer durable companies. The principles of reliability, validity, and sensitivity in the design of scale have been applied to enhance the rigor of the scale thus developed. The study tries to advance the understanding of MkIS and MI research by investigating relationship among marketing intelligence and factors of brand positioning.

In this paper, a prediction method based on artificial neural network was developed to rapidly determine the residual shear resistance of reinforced concrete (RC) beams after fire. Firstly, the temperature distribution along the beam section was determined through finite element analysis using software ABAQUS. A residual shear strength calculation model was developed and validated using the test data. Using this model, 384 data entries were derived for training and testing. The input layer of neural network involved parameters of beam height, beam width, fire exposure time, cross-sectional area of stirrup, stirrup spacing, concrete strength, and concrete cover thickness. The output was the shear resistance of RC beams. It was found that use of BP neural network could precisely predict the post-fire shear resistance of RC beams. The predicted data were highly consistent with the target data. Thus, this is a novel method for computing post-fire shear resistance of RC beams. Using this new method, further investigation was also made on the effects of different parameters on the shear resistance of the beams.

With the rapid development of tourism e-commerce in China, how to evaluate the effectiveness of tourism e-commerce service innovation in the e-commerce field has become an important and critical issue. Drawing on pertaining literature, this paper chooses the back propagation (BP) neural network model to evaluate the effectiveness of tourism e-commerce service innovation. The study first establishes the evaluation index system that is consistent with the characteristics of the tourism e-commerce service industry and selects ten tourism e-commerce service providers to conduct an empirical analysis. Then Matlab7.0 is employed to simulate this evaluation model and to draw the corresponding conclusions. Finally, this paper summarizes the limitations of the study and proposes future research avenues. The insightful results of this study can mirror the development situation of tourism e-commerce and provide an effective evaluation framework for the tourism e-commerce service innovation performance in China.

Retail co-branding is an increasingly popular form of growth in a maturing Australian franchising sector. This paper presents an exploratory study of franchised retail co-branding arrangements utilising a case study approach. The existing literature, which has previously focused on product-specific co-branding, is extended. Traditional co-branding, agent theoretic and resource constraint arguments are analysed and found to be inadequate when applied to this new phenomenon. The research reveals that the motivations for introducing co-brands into existing franchises include alignment of a suitable brand with existing retail formats, risk aversion by the franchisor to the use of externally owned brands, reinvigorating the brands, and stimulating sales growth for specific outlets. In addition the research shows that co-brands can be successfully created internally franchisors are willing to sacrifice the culture and concept of the original franchise brand in order to achieve system growth.

Over the past fifty years, the concept of corporate sustainability has been evolving. To date, there is not a single commonly accepted definition for it, although managing the triple bottom line-economic, environmental and social aspects-is gaining traction. Companies see different types of value in embracing sustainability, from reducing costs to enhancing their brand reputation and fostering product innovation. This chapter describes the multiple meanings of corporate sustainability, introduces the drivers of sustainability, explains how key historical events have shaped it and reviews the typical path that companies have taken to incorporate sustainability into their business agenda. It also provides a description of the value proposition that motivates companies to embrace it and challenges in achieving that value.