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Corporate brand positioning in complex industrial firms : Introducing a dynamic, process approach to positioning

Koch, Christian H. LU and Gyrd-Jones, Richard I. (2019) In Industrial Marketing Management 81. p.40-53
Abstract

Approaches to positioning predominantly examine the input and outcome effectiveness of certain positioning strategies. However, less is known about the positioning management process and internal dynamics. This study remedies this limitation by identifying corporate brand positioning (CBP) in industrial firms as a strategic development process. Based on comparative case studies within two globally operating industrial multi-business firms, this study opens the proverbial ‘black box’ to reveal how CBP occurs over time and what the driving mechanisms are. Findings suggest understanding CBP as a recurring, multi-level process, making it more than just a corporate-level marketing activity. Positioning episodes are found to pass through... (More)

Approaches to positioning predominantly examine the input and outcome effectiveness of certain positioning strategies. However, less is known about the positioning management process and internal dynamics. This study remedies this limitation by identifying corporate brand positioning (CBP) in industrial firms as a strategic development process. Based on comparative case studies within two globally operating industrial multi-business firms, this study opens the proverbial ‘black box’ to reveal how CBP occurs over time and what the driving mechanisms are. Findings suggest understanding CBP as a recurring, multi-level process, making it more than just a corporate-level marketing activity. Positioning episodes are found to pass through seven stages, each creating enablers and barriers for change. CBP should be viewed as a political process that integrates stable corporate and business levels and temporary levels that emerge in micro-events of reflective strategic practice.

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Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Brand positioning, Case study, Corporate branding, Process, Strategic change
in
Industrial Marketing Management
volume
81
pages
40 - 53
publisher
Elsevier
external identifiers
  • scopus:85063467013
ISSN
0019-8501
DOI
10.1016/j.indmarman.2019.03.011
language
English
LU publication?
yes
id
9995026e-56b2-40f6-9e4e-51578aacce2e
date added to LUP
2019-04-08 14:39:52
date last changed
2020-01-13 10:30:11
@article{9995026e-56b2-40f6-9e4e-51578aacce2e,
  abstract     = {<p>Approaches to positioning predominantly examine the input and outcome effectiveness of certain positioning strategies. However, less is known about the positioning management process and internal dynamics. This study remedies this limitation by identifying corporate brand positioning (CBP) in industrial firms as a strategic development process. Based on comparative case studies within two globally operating industrial multi-business firms, this study opens the proverbial ‘black box’ to reveal how CBP occurs over time and what the driving mechanisms are. Findings suggest understanding CBP as a recurring, multi-level process, making it more than just a corporate-level marketing activity. Positioning episodes are found to pass through seven stages, each creating enablers and barriers for change. CBP should be viewed as a political process that integrates stable corporate and business levels and temporary levels that emerge in micro-events of reflective strategic practice.</p>},
  author       = {Koch, Christian H. and Gyrd-Jones, Richard I.},
  issn         = {0019-8501},
  language     = {eng},
  month        = {03},
  pages        = {40--53},
  publisher    = {Elsevier},
  series       = {Industrial Marketing Management},
  title        = {Corporate brand positioning in complex industrial firms : Introducing a dynamic, process approach to positioning},
  url          = {http://dx.doi.org/10.1016/j.indmarman.2019.03.011},
  doi          = {10.1016/j.indmarman.2019.03.011},
  volume       = {81},
  year         = {2019},
}