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  • Exploring the impact of silos in achieving brand orientation

    Author(s)
    Gyrd-Jones, Richard
    Helm, Clive
    Munk, Jonas
    Griffith University Author(s)
    Gyrd-Jones, Richard
    Year published
    2013
    Metadata
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    Abstract
    Brands are widely recognised as important sources of organisational value. Brand orientation describes the extent to which the organisation is orientated around the brand and around maximising brand potential. However, silos or divisions within the culture of an organisation can frustrate the achievement of brand orientation. Through inductive analysis of a case study of an organisation implementing a major brand revitalisation strategy, this paper demonstrates how, despite a strong brand vision and high level of management commitment, functional silos associated with different mindsets contributed to the failure of the new ...
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    Brands are widely recognised as important sources of organisational value. Brand orientation describes the extent to which the organisation is orientated around the brand and around maximising brand potential. However, silos or divisions within the culture of an organisation can frustrate the achievement of brand orientation. Through inductive analysis of a case study of an organisation implementing a major brand revitalisation strategy, this paper demonstrates how, despite a strong brand vision and high level of management commitment, functional silos associated with different mindsets contributed to the failure of the new brand strategy. The paper concludes with recommendations for the brand platform to be implemented meaningfully and effectively within each silo.
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    Journal Title
    Journal of Marketing Management
    Volume
    29
    Issue
    9-10
    DOI
    https://doi.org/10.1080/0267257X.2013.811283
    Subject
    Consumer-Oriented Product or Service Development
    Business and Management
    Commercial Services
    Marketing
    Publication URI
    http://hdl.handle.net/10072/56062
    Collection
    • Journal articles

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