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“The role of corporate branding in market driving strategy”

Tarnovskaya, Veronika LU ; Elg, Ulf LU and Burt, Steve (2008) In International Journal of Retail & Distribution Management 36(11). p.941-965
Abstract
Abstract

Purpose – The aim of this paper is to examine the relationship between corporate branding and

market driving. This is achieved by focusing on key dimensions of brand identity such as brand

values and staff behaviours, while acknowledging the role of vision and organisational culture.

The links between these brand constituents and the actual activities of the firm in a market are

explored through interactions with stakeholders.

Design/methodology/approach – This research is based on an in-depth case study of IKEA at a

corporate level and its local market activities in Russia. The single-case approach is used to generate

insights into how corporate branding is... (More)
Abstract

Purpose – The aim of this paper is to examine the relationship between corporate branding and

market driving. This is achieved by focusing on key dimensions of brand identity such as brand

values and staff behaviours, while acknowledging the role of vision and organisational culture.

The links between these brand constituents and the actual activities of the firm in a market are

explored through interactions with stakeholders.

Design/methodology/approach – This research is based on an in-depth case study of IKEA at a

corporate level and its local market activities in Russia. The single-case approach is used to generate

insights into how corporate branding is related to market driving practices and to identify the

mechanisms of market driving in the Russian market.

Findings – The corporate brand provides a further source of the “leap” in customer value recognised

as a requirement for a market driving approach. Through a case study of IKEA in Russia it is shown

that the core values of the brand guide both the behaviour and activities of internal stakeholders and

the relationships with external stakeholders, and the interactions between the corporate “global” brand

values and local market level activities are explored.

Originality/value – The paper provides insights on the role of a corporate brand as a driving force

of market driving from a broad stakeholder perspective.

Keywords Corporate branding, Brands, Marketing strategy, Russia

Paper type Conceptual paper (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Corporate branding, Brands, Russia, Marketing strategy
in
International Journal of Retail & Distribution Management
volume
36
issue
11
pages
941 - 965
publisher
Emerald Group Publishing Limited
external identifiers
  • scopus:54849407772
ISSN
0959-0552
DOI
10.1108/09590550810911692
language
English
LU publication?
yes
id
fd30bcdf-0654-4d29-8477-5f65ff04b34f (old id 1747316)
date added to LUP
2010-12-29 12:06:48
date last changed
2017-01-01 07:47:09
@article{fd30bcdf-0654-4d29-8477-5f65ff04b34f,
  abstract     = {Abstract<br/><br>
Purpose – The aim of this paper is to examine the relationship between corporate branding and<br/><br>
market driving. This is achieved by focusing on key dimensions of brand identity such as brand<br/><br>
values and staff behaviours, while acknowledging the role of vision and organisational culture.<br/><br>
The links between these brand constituents and the actual activities of the firm in a market are<br/><br>
explored through interactions with stakeholders.<br/><br>
Design/methodology/approach – This research is based on an in-depth case study of IKEA at a<br/><br>
corporate level and its local market activities in Russia. The single-case approach is used to generate<br/><br>
insights into how corporate branding is related to market driving practices and to identify the<br/><br>
mechanisms of market driving in the Russian market.<br/><br>
Findings – The corporate brand provides a further source of the “leap” in customer value recognised<br/><br>
as a requirement for a market driving approach. Through a case study of IKEA in Russia it is shown<br/><br>
that the core values of the brand guide both the behaviour and activities of internal stakeholders and<br/><br>
the relationships with external stakeholders, and the interactions between the corporate “global” brand<br/><br>
values and local market level activities are explored.<br/><br>
Originality/value – The paper provides insights on the role of a corporate brand as a driving force<br/><br>
of market driving from a broad stakeholder perspective.<br/><br>
Keywords Corporate branding, Brands, Marketing strategy, Russia<br/><br>
Paper type Conceptual paper},
  author       = {Tarnovskaya, Veronika and Elg, Ulf and Burt, Steve},
  issn         = {0959-0552},
  keyword      = {Corporate branding,Brands,Russia,Marketing strategy},
  language     = {eng},
  number       = {11},
  pages        = {941--965},
  publisher    = {Emerald Group Publishing Limited},
  series       = {International Journal of Retail & Distribution Management},
  title        = {“The role of corporate branding in market driving strategy”},
  url          = {http://dx.doi.org/10.1108/09590550810911692},
  volume       = {36},
  year         = {2008},
}