Journal of Product & Brand Management, Nov 1, 2000
Ever since the publication of Strategic Brand Management (2nd ed., Kogan Page, London, 1998), Jea... more Ever since the publication of Strategic Brand Management (2nd ed., Kogan Page, London, 1998), Jean-Noël Kapferer, professor at HEC in Paris, has been known as one of the most prominent specialists on branding and as a contributor to the ever-burgeoning literature on the topic. With the intelligently ambiguous title of his latest book, Re-marques, he already indicates that this book is different – not a theoretical exposition of branding, as are most of his earlier treatises, but rather a series of anecdotal remarks on about 500 different brands. Kapferer ...
According to an influential tradition in philosophy, human action follows from being, which in tu... more According to an influential tradition in philosophy, human action follows from being, which in turn is significantly constituted by the virtues and vices that make up individual character. Thus virtue shapes action and by implication its institutionalized form that is called work. Individual virtue may again be either facilitated by or condense into a spiritual attitude. This insight allows for many applications in management, from the selection and development of personnel to product quality enhancement and personal selling. The quintessential question for organizational success is to which extent businesses can foster the development of virtue.
We contend that there are distinct and socially beneficial perspectives, rooted in the Catholic I... more We contend that there are distinct and socially beneficial perspectives, rooted in the Catholic Intellectual Tradition (CIT) and Catholic Social Teaching (CST), which can help nurture future managers to be more attuned to the societal and ethical impacts resulting from their marketing decisions. In this paper, we briefly review several of these themes and illustrate how such messages can be integrated into the marketing instruction that takes place inside of business schools at Catholic universities. The Nature of Marketing The American Marketing Association’s “official” definition of Marketing (2007) is as follows: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large.” It is implicitly understood that some knowledge of marketing theory and principles is an essential component of any professional manager’s cannon. Marketing is taught as pa...
It is reported that Saint Stephen, first Apostolic King of Hungary, had advised his son Emmerich ... more It is reported that Saint Stephen, first Apostolic King of Hungary, had advised his son Emmerich that he should not spare to invite foreigners into the Kingdom. His grounds were that'unius linguae uniusque moris regnum imbecile et fragile esC: a kingdom with but one language and one custom is weak and fragile. This remark is, one notes, at odds with much recent conservative philosophical theorising. For the latter has tended to stress the virtues of social and institutional homogeneity-the virtues of the nation state as classically conceived ...
From Bolzano to Wittgenstein: The Tradition of Austrian Philosophy, Vienna: H��lder-Pichler-Tempsky, Dordrecht: Reidel (1986), 1986
The present essay seeks, by way of the Austrian example, to make a contribution to what might be ... more The present essay seeks, by way of the Austrian example, to make a contribution to what might be called the philosophy of the supranational state. More specifically, we shall attempt to use certain ideas on the philosophy of Gestalten as a basis for understanding some aspects of that political and cultural phenomenon which was variously called the Austrian Empire, the Habsburg Empire, the Danube Monarchy, the Austro-Hungarian Monarchy, or what one will.
Klima argues that, while Buridan permits singular concepts only of what is in prospectu, he allow... more Klima argues that, while Buridan permits singular concepts only of what is in prospectu, he allows spoken and written proper names for things which are not; when, for example, we intend to use a spoken word as others use it—and so to signify their concept. This already suggests the complexity of the relations between spoken and mental language, and Klima's discussion of these relations is one highlight of the book. The possibility that God might deceive us was a live one in Buridan's milieu. Klima argues (chs. 11 and 12) that within ...
Abstract Benedict XVI in Caritas in Veritate advances a positive view of businesses that are hybr... more Abstract Benedict XVI in Caritas in Veritate advances a positive view of businesses that are hybrids between several traditional categories. He expects that the “logic of gift” that animates civil society infuses the market and the State with relations typical for it—reciprocity, gratuitousness, and solidarity. His theological rationale offers an answer to two questions that have largely remained open in the literature—why hybridization of business occurs and why it is desirable. A rational reconstruction of hybrid enterprise that goes ...
Journal of Product & Brand Management, Nov 1, 2000
Ever since the publication of Strategic Brand Management (2nd ed., Kogan Page, London, 1998), Jea... more Ever since the publication of Strategic Brand Management (2nd ed., Kogan Page, London, 1998), Jean-Noël Kapferer, professor at HEC in Paris, has been known as one of the most prominent specialists on branding and as a contributor to the ever-burgeoning literature on the topic. With the intelligently ambiguous title of his latest book, Re-marques, he already indicates that this book is different – not a theoretical exposition of branding, as are most of his earlier treatises, but rather a series of anecdotal remarks on about 500 different brands. Kapferer ...
According to an influential tradition in philosophy, human action follows from being, which in tu... more According to an influential tradition in philosophy, human action follows from being, which in turn is significantly constituted by the virtues and vices that make up individual character. Thus virtue shapes action and by implication its institutionalized form that is called work. Individual virtue may again be either facilitated by or condense into a spiritual attitude. This insight allows for many applications in management, from the selection and development of personnel to product quality enhancement and personal selling. The quintessential question for organizational success is to which extent businesses can foster the development of virtue.
We contend that there are distinct and socially beneficial perspectives, rooted in the Catholic I... more We contend that there are distinct and socially beneficial perspectives, rooted in the Catholic Intellectual Tradition (CIT) and Catholic Social Teaching (CST), which can help nurture future managers to be more attuned to the societal and ethical impacts resulting from their marketing decisions. In this paper, we briefly review several of these themes and illustrate how such messages can be integrated into the marketing instruction that takes place inside of business schools at Catholic universities. The Nature of Marketing The American Marketing Association’s “official” definition of Marketing (2007) is as follows: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large.” It is implicitly understood that some knowledge of marketing theory and principles is an essential component of any professional manager’s cannon. Marketing is taught as pa...
It is reported that Saint Stephen, first Apostolic King of Hungary, had advised his son Emmerich ... more It is reported that Saint Stephen, first Apostolic King of Hungary, had advised his son Emmerich that he should not spare to invite foreigners into the Kingdom. His grounds were that'unius linguae uniusque moris regnum imbecile et fragile esC: a kingdom with but one language and one custom is weak and fragile. This remark is, one notes, at odds with much recent conservative philosophical theorising. For the latter has tended to stress the virtues of social and institutional homogeneity-the virtues of the nation state as classically conceived ...
From Bolzano to Wittgenstein: The Tradition of Austrian Philosophy, Vienna: H��lder-Pichler-Tempsky, Dordrecht: Reidel (1986), 1986
The present essay seeks, by way of the Austrian example, to make a contribution to what might be ... more The present essay seeks, by way of the Austrian example, to make a contribution to what might be called the philosophy of the supranational state. More specifically, we shall attempt to use certain ideas on the philosophy of Gestalten as a basis for understanding some aspects of that political and cultural phenomenon which was variously called the Austrian Empire, the Habsburg Empire, the Danube Monarchy, the Austro-Hungarian Monarchy, or what one will.
Klima argues that, while Buridan permits singular concepts only of what is in prospectu, he allow... more Klima argues that, while Buridan permits singular concepts only of what is in prospectu, he allows spoken and written proper names for things which are not; when, for example, we intend to use a spoken word as others use it—and so to signify their concept. This already suggests the complexity of the relations between spoken and mental language, and Klima's discussion of these relations is one highlight of the book. The possibility that God might deceive us was a live one in Buridan's milieu. Klima argues (chs. 11 and 12) that within ...
Abstract Benedict XVI in Caritas in Veritate advances a positive view of businesses that are hybr... more Abstract Benedict XVI in Caritas in Veritate advances a positive view of businesses that are hybrids between several traditional categories. He expects that the “logic of gift” that animates civil society infuses the market and the State with relations typical for it—reciprocity, gratuitousness, and solidarity. His theological rationale offers an answer to two questions that have largely remained open in the literature—why hybridization of business occurs and why it is desirable. A rational reconstruction of hybrid enterprise that goes ...
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Papers by Wolfgang Grassl