Brand orientation and market orientation - from alternatives to synergy

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Title Brand orientation and market orientation - from alternatives to synergy
Author Urde, Mats; Baumgarth, Carsten; Merrilees, Bill
Journal Name Journal of Business Research
Year Published 2013
Place of publication United States
Publisher Elsevier Inc.
Abstract This 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.
Peer Reviewed Yes
Published Yes
Alternative URI
Volume 66
Issue Number 1
Page from 13
Page to 20
ISSN 0148-2963
Date Accessioned 2012-01-15
Language en_US
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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