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dc.contributor.authorUrde, Matsen_US
dc.contributor.authorBaumgarth, Carstenen_US
dc.contributor.authorMerrilees, Billen_US
dc.date.accessioned2017-05-03T13:59:50Z
dc.date.available2017-05-03T13:59:50Z
dc.date.issued2013en_US
dc.date.modified2014-08-28T05:08:32Z
dc.identifier.issn01482963en_US
dc.identifier.doi10.1016/j.jbusres.2011.07.018en_US
dc.identifier.urihttp://hdl.handle.net/10072/42615
dc.description.abstractThis 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 findings 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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_US
dc.languageEnglishen_US
dc.language.isoen_US
dc.publisherElsevier Inc.en_US
dc.publisher.placeUnited Statesen_US
dc.relation.ispartofstudentpublicationNen_US
dc.relation.ispartofpagefrom13en_US
dc.relation.ispartofpageto20en_US
dc.relation.ispartofissue1en_US
dc.relation.ispartofjournalJournal of Business Researchen_US
dc.relation.ispartofvolume66en_US
dc.rights.retentionNen_US
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleBrand orientation and market orientation - from alternatives to synergyen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.date.issued2013
gro.hasfulltextNo Full Text


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