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dc.contributor.authorM'zungu, Simon
dc.contributor.authorMerrilees, Bill
dc.contributor.authorMiller, Dale
dc.date.accessioned2018-06-25T12:30:37Z
dc.date.available2018-06-25T12:30:37Z
dc.date.issued2017
dc.identifier.issn0965-254X
dc.identifier.doi10.1080/0965254X.2015.1076880
dc.identifier.urihttp://hdl.handle.net/10072/101541
dc.description.abstractStrategic orientations underpin the firm’s managerial decisions and influence its performance. Firms can combine multiple strategic orientations to achieve superior performance. Market orientation and brand orientation are well-developed, separate, strategic approaches. A 2013 study conceptually proposed a strategic hybrid orientation comprising two types: (a) market and brand orientation and (b) brand and market orientation. The current study is qualitative, using small-to-medium enterprises to investigate strategic hybrid orientations. Through propositions, the paper explains the theory and processes underlying the two hybrid orientation types. The propositions form the guiding principles for the strategic management of the hybrid orientation. The implications for managerial practice show that quite different capabilities apply to the execution of each strategic hybrid type.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherRoutledge
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto14
dc.relation.ispartofjournalJournal of Strategic Marketing
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350699
dc.titleStrategic hybrid orientation between market orientation and brand orientation: guiding principles
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.hasfulltextNo Full Text
gro.griffith.authorMiller, Dale
gro.griffith.authorMerrilees, Bill J.
gro.griffith.authorM'zungu, Simon


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