IDEAS home Printed from https://ideas.repec.org/p/hhb/lufewp/2005_002.html
   My bibliography  Save this paper

The Role of Corporate Branding in a Market Driving Strategy

Author

Listed:
  • Tarnovskaya, Veronika

    (Department of Business Administration, School of Economics and Management, Lund University)

  • Elg, Ulf

    (Department of Business Administration, School of Economics and Management, Lund University)

  • Burt, Steve

    (Institute for Retail Studies)

Abstract

The market orientation literature distinguishes between market driven and market driving approaches. Although, most of the companies provided as examples of the latter approach have strong corporate brands, the corporate brand and associated brand values have not previously been considered as a basis for market driving. We argue that the corporate brand provides a further source of the “leap” in customer value required for a market driving approach. Through a case study of Ikea we illustrate how the core values of the brand guide the behaviour and activities of internal stakeholders and relationships with external stakeholders, and explore the interactions between the global brand values and local market level activities.

Suggested Citation

  • Tarnovskaya, Veronika & Elg, Ulf & Burt, Steve, 2005. "The Role of Corporate Branding in a Market Driving Strategy," Working Paper Series 2005/2, Lund University, Institute of Economic Research.
    • Handle: RePEc:hhb:lufewp:2005_002
    as

    Download full text from publisher

    File URL: http://www.lri.lu.se/pdf/wp/2005-2.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kumar, Nirmalya & Scheer, Lisa & Kotler, Philip, 2000. "From market driven to market driving," European Management Journal, Elsevier, vol. 18(2), pages 129-142, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jacqueline Fendt, 2013. "Lost in Translation? On Mind and Matter in Management Research," SAGE Open, , vol. 3(2), pages 21582440134, May.
    2. Agarwal, Nivedita & Chakrabarti, Ronika & Brem, Alexander & Bocken, Nancy, 2018. "Market driving at Bottom of the Pyramid (BoP): An analysis of social enterprises from the healthcare sector," Journal of Business Research, Elsevier, vol. 86(C), pages 234-244.
    3. Peter Lorange, 2001. "Strategic re-thinking in shipping companies," Maritime Policy & Management, Taylor & Francis Journals, vol. 28(1), pages 23-32, January.
    4. Aquino, Richard S., 2022. "Community change through tourism social entrepreneurship," Annals of Tourism Research, Elsevier, vol. 95(C).
    5. Katarachia ANDRONIKI & Konstantinidis ANASTASIOS, 2011. "Market orientation and regional development: Strategic and Structural issues for the agribusiness sector in Balkans," Scientific Bulletin - Economic Sciences, University of Pitesti, vol. 10(1), pages 103-113.
    6. Slawomir Czarniewski, 2014. "Market Development and Relationships with Customers: A Model and Conceptual Approach," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 4(3), pages 199-205, July.
    7. Wenhao Song & Xifang Ma & Hongyan Yu, 2019. "Entrepreneurial Orientation, Interaction Orientation, and Innovation Performance: A Model of Moderated Mediation," SAGE Open, , vol. 9(4), pages 21582440198, October.
    8. Suvi Nenonen & Kaj Storbacka & Charlotta Windahl, 2019. "Capabilities for market-shaping: triggering and facilitating increased value creation," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 617-639, July.
    9. Mauro Sciarelli, 2008. "Resource-Based Theory and Market-Driven Management," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.
    10. Eggers, Fabian & Niemand, Thomas & Filser, Matthias & Kraus, Sascha & Berchtold, Jennifer, 2020. "To network or not to network – Is that really the question? The impact of networking intensity and strategic orientations on innovation success," Technological Forecasting and Social Change, Elsevier, vol. 155(C).
    11. Seyed Jamal F Hosseini & Gerard McElwee & Shohreh Soltani & David J Smith, 2012. "The innovation performance of small rural enterprises and cooperatives in Tehran province, Iran," Local Economy, London South Bank University, vol. 27(2), pages 183-192, March.
    12. Darroch, Jenny & Miles, Morgan P., 2011. "A research note on market creation in the pharmaceutical industry," Journal of Business Research, Elsevier, vol. 64(7), pages 723-727, July.
    13. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Kumar, Ajay & Gupta, Shivam & Sengupta, Pooja, 2023. "Rethinking of firm innovation capability: Examining the moderating role of leadership ability on a new business model," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    14. Ghauri, Pervez & Wang, Fatima & Elg, Ulf & Rosendo-Ríos, Veronica, 2016. "Market driving strategies: Beyond localization," Journal of Business Research, Elsevier, vol. 69(12), pages 5682-5693.
    15. Arsim Begunca, 2016. "Using Benefit Sought Variables for Soft Drinks Consumers Segmentation-Case Study City of Pristina," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 2, January -.
    16. Stathakopoulos, Vlasis & Kottikas, Konstantinos G. & Painesis, Grigorios & Theodorakis, Ioannis G. & Kottika, Efthymia, 2022. "Why shape a market? Empirical evidence on the prominent firm-level and market-level outcomes of market-driving strategy," Journal of Business Research, Elsevier, vol. 139(C), pages 1240-1254.
    17. Beverly B. Tyler & Devi R. Gnyawali, 2009. "Managerial Collective Cognitions: An Examination of Similarities and Differences of Cultural Orientations," Journal of Management Studies, Wiley Blackwell, vol. 46(1), pages 93-126, January.
    18. Xuenan Ju & Yuan Cheng & Zuohao Hu & Mengyuan Lv & Xi Chen, 2015. "Determinants and consequences of price-leadership strategy: Evidence from Chinese manufacturer exporters," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 3(2), pages 81-111, October.
    19. Eggers, Fabian & Niemand, Thomas & Kraus, Sascha & Breier, Matthias, 2020. "Developing a scale for entrepreneurial marketing: Revealing its inner frame and prediction of performance," Journal of Business Research, Elsevier, vol. 113(C), pages 72-82.
    20. M. Joseph Sirgy & Dong-Jin Lee, 2008. "Well-being Marketing: An Ethical Business Philosophy for Consumer Goods Firms," Journal of Business Ethics, Springer, vol. 77(4), pages 377-403, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hhb:lufewp:2005_002. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Elsbeth Andersson (email available below). General contact details of provider: https://edirc.repec.org/data/ielunse.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.