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dc.contributor.authorUrde, Mats
dc.contributor.authorBaumgarth, Carsten
dc.contributor.authorMerrilees, Bill
dc.date.accessioned2017-05-03T13:59:50Z
dc.date.available2017-05-03T13:59:50Z
dc.date.issued2013
dc.date.modified2014-08-28T05:08:32Z
dc.identifier.issn01482963
dc.identifier.doi10.1016/j.jbusres.2011.07.018
dc.identifier.urihttp://hdl.handle.net/10072/42615
dc.description.abstractThis paper explores the interaction between brand orientation and market orientation. Brand orientation is an inside-out, identity-driven approach that sees brands as a hub for an organization and its strategy. Similarly, market orientation is an outside-in, image-driven approach. Initially, brand orientation and market orientation appear to be two different strategic options. Though synergistic combinations are also possible, they are not explored in previous theories, nor labeled as part of branding practice and philosophy. A new type of orientation, a hybrid between brand andmarketing orientation, is among the key findings of this study. The paper articulates typical trajectories for evolving the orientation and aspires to move the discussion from the tug-of-war between the two paradigms by developing a more dynamic view. The study paves the way for better understanding, operationalization and evaluation of alternative approaches to marketing.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.publisher.placeUnited States
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom13
dc.relation.ispartofpageto20
dc.relation.ispartofissue1
dc.relation.ispartofjournalJournal of Business Research
dc.relation.ispartofvolume66
dc.rights.retentionN
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150503
dc.subject.fieldofresearchcode1505
dc.titleBrand orientation and market orientation - from alternatives to synergy
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.date.issued2013
gro.hasfulltextNo Full Text
gro.griffith.authorMerrilees, Bill J.


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