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Corporate brand positioning in complex industrial firms: introducing a dynamic, process approach to positioning
Lunds universitet.
Danmark.
2019 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 81, p. 40-53Article in journal (Refereed) Published
Abstract [en]

Approaches to positioning predominantly examine the input and outcome effectiveness of certain positioning strategies. However, less is known about the positioning management process and internal dynamics. This study remedies this limitation by identifying corporate brand positioning (CBP) in industrial firms as a strategic development process. Based on comparative case studies within two globally operating industrial multi-business firms, this study opens the proverbial ‘black box’ to reveal how CBP occurs over time and what the driving mechanisms are. Findings suggest understanding CBP as a recurring, multi-level process, making it more than just a corporate-level marketing activity. Positioning episodes are found to pass through seven stages, each creating enablers and barriers for change. CBP should be viewed as a political process that integrates stable corporate and business levels and temporary levels that emerge in micro-events of reflective strategic practice.

Place, publisher, year, edition, pages
2019. Vol. 81, p. 40-53
Keywords [en]
Brand positioning, Corporate branding, Process, Case study, Strategic change
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hkr:diva-21674DOI: 10.1016/j.indmarman.2019.03.011OAI: oai:DiVA.org:hkr-21674DiVA, id: diva2:1529619
Available from: 2021-02-18 Created: 2021-02-18 Last updated: 2021-02-26Bibliographically approved

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Koch, Christian

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CiteExportLink to record
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  • apa
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  • text
  • asciidoc
  • rtf