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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
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    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.
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