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Brand positioning through thought leadership

Andersen, Jeppe LU and Back Kranker, William LU (2024) BUSN39 20241
Department of Business Administration
Abstract
Purpose: The purpose of this thesis is to investigate thought leadership and its potential
as a strategic tool for brand positioning for B2B industrial corporations. The study aims
to enhance the understanding of how thought leadership can be defined, how it can be
implemented and measured, and why it might be used for brand positioning.

Methodology: We conduct a qualitative multiple embedded case study with an
inductive approach and social constructionist epistemology. Data from case companies
Alfa Laval, FLSmidth, VELUX, and Universal Robots is analyzed with thematic analysis.

Theoretical perspectives: To fulfill our research purpose, we draw on the literature on
thought leadership, opinion leadership, B2B/B2C influencer... (More)
Purpose: The purpose of this thesis is to investigate thought leadership and its potential
as a strategic tool for brand positioning for B2B industrial corporations. The study aims
to enhance the understanding of how thought leadership can be defined, how it can be
implemented and measured, and why it might be used for brand positioning.

Methodology: We conduct a qualitative multiple embedded case study with an
inductive approach and social constructionist epistemology. Data from case companies
Alfa Laval, FLSmidth, VELUX, and Universal Robots is analyzed with thematic analysis.

Theoretical perspectives: To fulfill our research purpose, we draw on the literature on
thought leadership, opinion leadership, B2B/B2C influencer marketing, persuasion
knowledge, integrated marketing communications, and brand positioning.

Empirical data: We collect primary data through semi-structured interviews with case
company stakeholders, secondary data through thought leadership content from the
case companies, and draw on external reports on thought leadership.

Conclusion: First, the thesis defines thought leadership. Second, the thesis developed
a framework for how to develop, implement, and measure thought leadership. At last,
the thesis finds that thought leadership can be used to improve the brand positioning of
B2B industrial corporations by avoiding commoditization, building brand awareness,
becoming a trusted advisor, and ultimately providing a competitive advantage by being
perceived as a market leader. (Less)
Please use this url to cite or link to this publication:
author
Andersen, Jeppe LU and Back Kranker, William LU
supervisor
organization
course
BUSN39 20241
year
type
H1 - Master's Degree (One Year)
subject
keywords
Thought leadership, brand positioning, competitive advantage, B2B.
language
English
id
9165004
date added to LUP
2024-06-25 13:07:42
date last changed
2024-06-25 13:07:42
@misc{9165004,
  abstract     = {{Purpose: The purpose of this thesis is to investigate thought leadership and its potential
as a strategic tool for brand positioning for B2B industrial corporations. The study aims
to enhance the understanding of how thought leadership can be defined, how it can be
implemented and measured, and why it might be used for brand positioning.

Methodology: We conduct a qualitative multiple embedded case study with an
inductive approach and social constructionist epistemology. Data from case companies
Alfa Laval, FLSmidth, VELUX, and Universal Robots is analyzed with thematic analysis.

Theoretical perspectives: To fulfill our research purpose, we draw on the literature on
thought leadership, opinion leadership, B2B/B2C influencer marketing, persuasion
knowledge, integrated marketing communications, and brand positioning.

Empirical data: We collect primary data through semi-structured interviews with case
company stakeholders, secondary data through thought leadership content from the
case companies, and draw on external reports on thought leadership.

Conclusion: First, the thesis defines thought leadership. Second, the thesis developed
a framework for how to develop, implement, and measure thought leadership. At last,
the thesis finds that thought leadership can be used to improve the brand positioning of
B2B industrial corporations by avoiding commoditization, building brand awareness,
becoming a trusted advisor, and ultimately providing a competitive advantage by being
perceived as a market leader.}},
  author       = {{Andersen, Jeppe and Back Kranker, William}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Brand positioning through thought leadership}},
  year         = {{2024}},
}