Brand orientation and market orientation – From alternatives to synergy
(2013) In Journal of Business Research 66(1). p.13-20- 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 !ndings of this study. The
paper articulates typical trajectories for... (More) - 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 !ndings 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.
© 2011 Elsevier Inc. All rights reserved (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/3408962
- author
- Urde, Mats LU ; Baumgarth, Carsten and Merrilees, Bill
- organization
- publishing date
- 2013
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Brand orientation, Market orientation, Strategic options, Synergy
- categories
- Higher Education
- in
- Journal of Business Research
- volume
- 66
- issue
- 1
- pages
- 13 - 20
- publisher
- Elsevier
- external identifiers
-
- wos:000313608200003
- scopus:84870512198
- ISSN
- 0148-2963
- project
- Lund Brand Management Group
- language
- English
- LU publication?
- yes
- id
- 4f9d2e54-9816-4340-8f81-f9c60ee1a09f (old id 3408962)
- alternative location
- http://www.sciencedirect.com/science?_ob=ArticleListURL&_method=list&_ArticleListID=-116943107&_sort=r&_st=13&view=c&_acct=C000041498&_version=1&_urlVersion=0&_userid=745831&md5=0ad8a9bb86af2bb762dbf1846cef0881&searchtype=a
- date added to LUP
- 2016-04-01 13:01:37
- date last changed
- 2024-01-09 05:30:08
@article{4f9d2e54-9816-4340-8f81-f9c60ee1a09f,
abstract = {{This paper explores the interaction between brand orientation and market orientation. Brand orientation is an<br/><br>
inside-out, identity-driven approach that sees brands as a hub for an organization and its strategy. Similarly,<br/><br>
market orientation is an outside-in, image-driven approach. Initially, brand orientation and market<br/><br>
orientation appear to be two different strategic options. Though synergistic combinations are also possible,<br/><br>
they are not explored in previous theories, nor labeled as part of branding practice and philosophy. A new type<br/><br>
of orientation, a hybrid between brand andmarketing orientation, is among the key !ndings of this study. The<br/><br>
paper articulates typical trajectories for evolving the orientation and aspires to move the discussion from the<br/><br>
tug-of-war between the two paradigms by developing a more dynamic view. The study paves the way for<br/><br>
better understanding, operationalization and evaluation of alternative approaches to marketing.<br/><br>
© 2011 Elsevier Inc. All rights reserved}},
author = {{Urde, Mats and Baumgarth, Carsten and Merrilees, Bill}},
issn = {{0148-2963}},
keywords = {{Brand orientation; Market orientation; Strategic options; Synergy}},
language = {{eng}},
number = {{1}},
pages = {{13--20}},
publisher = {{Elsevier}},
series = {{Journal of Business Research}},
title = {{Brand orientation and market orientation – From alternatives to synergy}},
url = {{http://www.sciencedirect.com/science?_ob=ArticleListURL&_method=list&_ArticleListID=-116943107&_sort=r&_st=13&view=c&_acct=C000041498&_version=1&_urlVersion=0&_userid=745831&md5=0ad8a9bb86af2bb762dbf1846cef0881&searchtype=a}},
volume = {{66}},
year = {{2013}},
}