Exploring the Impact of Functional Silos in Achieving Brand Orientation
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Brands are widely recognised as important sources of competitive advantage. The concept of brand orientation has be used to assess the extent to which the whole organisation is orientated around the brand and thus the extent to which organisational resources are focused around maximising brand potential. Through a case study this paper documents how functional silos are associated with different mindsets that create barriers to the achievement of brand orientation. It concludes that the brand platform must be implemented meaningfully within each silo.
Proceedings of Australia New Zealand Marketing Academy Conference 2012: ‘Sharing the Cup of Knowledge’
Copyright remains with the authors 2012. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference's website or contact the authors.
Marketing Management (incl. Strategy and Customer Relations)