Brand Orientation and Market Orientation — from Alternatives to Synergy

8734 WordsAug 8, 201235 Pages
JBR-07309; No of Pages 8 Journal of Business Research xxx (2011) xxx–xxx Contents lists available at ScienceDirect Journal of Business Research Brand orientation and market orientation — From alternatives to synergy ☆ Mats Urde a,⁎, Carsten Baumgarth b, Bill Merrilees c a b c Lund University, Sweden Berlin School of Economics and Law, Marketing Division, HWR Berlin, Germany Department of Marketing, Griffith Business School, Gold Coast Campus Queensland 4222, Australia a r t i c l e i n f o a b s t r a c t 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.…show more content…
Brand orientation is an additional degree of sophistication. To be brand oriented is market orientation ‘plus’.” (Urde, 1999, p. 118). Has the understanding of brands, the role of brands, and the management of brands fundamentally changed, or are these examples just anomalies: that is, rare exceptions to the rule that can be disregarded? Kuhn (1962, 1977), discussing paradigm shifts, describes a change of practice, the theoretical applications and the set of fundamental rules that define an area or discipline. In a narrow sense, identifying a shift in a paradigm is about ideas expressed in textbooks, while in a broader sense, it can be viewed as what is seen as the theoretical foundation of a given area. It is now vital to backtrack for further reflection on developments within the area of strategic brand management. For example, if an older edition of a marketing textbook by Kotler were to be compared with a more recent edition of a reader on strategic brand management by Kapferer, what conclusions could be drawn? If attention is paid to ‘new‘ concepts such as identity, brand equity, core values, corporate branding, internal branding, employer Please cite this article as: Urde M, et al, Brand orientation and market orientation — From alternatives to synergy, J Bus Res (2011), doi:10.1016/j.jbusres.2011.07.018 2 M. Urde et al. / Journal of Business Research xxx (2011) xxx–xxx branding, brand leadership, and reputation, how has theory evolved? And, how do firms

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