Purpose The purpose of this paper is to engage in the research gap regarding the missing link between retail innovation and branding by providing a brand-driven process to systematically develop retail format innovation projects. The so-called “Brand-driven Retail Format Innovation” (BRFI) approach provides a structured three-phase model that serves as a conceptual guide for the development of any type of retail format. Design/methodology/approach Longitudinal collaborative action research over a time span of 20 years plus extended case study research to develop the current BRFI approach. Findings BRFI is a circular three-phase framework, which integrates branding, and retail format innovation. It starts with the definition of the intended retail brand identity, which in phase 2 becomes translated into concrete touchpoint experiences along the main constituents of a retail format, finally during phase 3 materializing into the new retail format. A case study of a major food retailer is prototypically used to illustrate the application of the designed approach and to report achieved results. Research limitations/implications Brand-driven retail format development based on translating socio-cultural meanings into touchpoint experiences to materialize format constituents is opening up new research avenues to govern retail format development. At present the approach is based on retail and services case studies in Western Austria. Practical implications The three-phase model represents a practical tool for retail managers, who want to renew and to develop their retail format in a structured way. The approach is applicable to all retail industries from small- to large-scale organizations as well as online and offline environments. Originality/value This is the first study engaging in the missing link regarding retail innovation and branding by providing a brand-driven process to systematically develop retail format innovation projects. BRFI locks into anthropological research findings where cultural meanings are considered as the main source for the construction of brand identities whereby the new retail format is transformed around brand-derived touchpoint experiences.

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Recent research within the field of organization studies has begun to map out the social and political effects of ethical branding on consumers, employees and society, yet the relationship between employees and brands is still an under-developed area of research. The aim of this article is to investigate how an ethical brand is perceived by its employees and to reveal contradictions that emerge from employee accounts of company brand ethics. The analysis identifies three areas of ‘ethical ambivalence’ in these accounts, notably: (1) the high employee identification with the brand in contrast to their ignorance of its specific values and practices; (2) the aim of the brand pedagogy to change consumer consciousness, and the admission that this had little effect in practice; and (3) the ambivalence in the stated aim to ethically transform the industry in contrast to maintaining an exclusive market niche. This article provides both an empirical contribution to research on company branding that reveals the contradictions in the employee accounts of their company’s brand ethics and a theoretical contribution introducing the notion of ‘ethical ambivalence’ to explain these contradictions, which shows how such ambivalence permits only a very restricted level of critical reflection about ethical issues. This article highlights the limits of critique at work in a company where it is difficult to differentiate between genuine moral concern and the repetition of simple brand messages.

Die Corona-Pandemie und ihre massiven Auswirkungen auf alle Bereiche der Tourismuswirtschaft hält die Branche wie kaum eine andere in Atem. Welches Krisenmanagement im alpinen Tourismus Erfolg verspricht und welche Nach-Corona-Strategien sich bereits zeigen, nimmt das von Thomas Bieger, Pietro Beritelli und Christian Laesser herausgegebene Jahrbuch in den Blick.