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Brand orientation in action – A transformational learning intervention

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  • Gromark, Johan

Abstract

This article provides in-depth insight into the dynamics of a transformation from market orientation to brand orientation. By including a wide range of stakeholders in an action research intervention, a detailed description is provided regarding the transformation of a large Swedish public primary care organization during a turbulent marketization process. Brand management theory and practice are frequently based on uniformist and integrationist assumptions, which are questioned in this study. This is due to the fact that resistance and conflict are not only natural but necessary preconditions for transformational learning and thereby changing identities. The intervention shows how changing a strategic orientation is interwoven with identity dynamics on many levels. This study suggests that not only brand identities should be nurtured but also other social identities, such as local, professional and sector identities.

Suggested Citation

  • Gromark, Johan, 2020. "Brand orientation in action – A transformational learning intervention," Journal of Business Research, Elsevier, vol. 119(C), pages 412-422.
    • Handle: RePEc:eee:jbrese:v:119:y:2020:i:c:p:412-422
    DOI: 10.1016/j.jbusres.2019.10.058
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    References listed on IDEAS

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    1. Miller, Dale & Merrilees, Bill, 2013. "Rebuilding community corporate brands: A total stakeholder involvement approach," Journal of Business Research, Elsevier, vol. 66(2), pages 172-179.
    2. Muhammad Anees-ur-Rehman & Ho Yin Wong & Mokter Hossain, 2016. "The progression of brand orientation literature in twenty years: A systematic literature review," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 612-630, November.
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    4. von Wallpach, Sylvia & Voyer, Benjamin & Kastanakis, Minas & Mühlbacher, Hans, 2017. "Co-creating stakeholder and brand identities: Introduction to the special section," Journal of Business Research, Elsevier, vol. 70(C), pages 395-398.
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    6. Gyrd-Jones, Richard I. & Kornum, Niels, 2013. "Managing the co-created brand: Value and cultural complementarity in online and offline multi‐stakeholder ecosystems," Journal of Business Research, Elsevier, vol. 66(9), pages 1484-1493.
    7. Nicole M. Hodge & Cathi McMullen & Jodie Kleinschafer, 2018. "Taking a deliberate approach: the enactment of brand orientation in an SME context," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 395-408, July.
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    Cited by:

    1. Kucherov, Dmitry G. & Tsybova, Victoria S. & Yu. Lisovskaia, Antonina & Alkanova, Olga N., 2022. "Brand orientation, employer branding and internal branding: Do they effect on recruitment during the COVID-19 pandemic?," Journal of Business Research, Elsevier, vol. 151(C), pages 126-137.
    2. Balmer, John M.T. & Podnar, Klement, 2021. "Corporate brand orientation: Identity, internal images, and corporate identification matters," Journal of Business Research, Elsevier, vol. 134(C), pages 729-737.
    3. Linda Narh & Raphael Odoom & Mahmoud Abdulai Mahmoud & Ernest Yaw Tweneboah-Koduah, 2023. "The symbiotic effect of market orientation and brand orientation on performance of service firms in Ghana," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 318-332, July.
    4. Gonzalo Maldonado-Guzmán & Víctor Manuel Molina-Morejón & Raymundo Juárez-del Toro, 2023. "Brand Management Measurement in Mexican Small Firms: Empirical Evidence," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 13(5), pages 1-7.

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