Brand orientation and market orientation – From alternatives to synergy

Research output: Contribution to journalArticle

Abstract

This paper explores the interaction between brand orientation and market orientation. Brand orientation is an
inside-out, identity-driven approach that sees brands as a hub for an organization and its strategy. Similarly,
market orientation is an outside-in, image-driven approach. Initially, brand orientation and market
orientation appear to be two different strategic options. Though synergistic combinations are also possible,
they are not explored in previous theories, nor labeled as part of branding practice and philosophy. A new type
of orientation, a hybrid between brand andmarketing orientation, is among the key !ndings of this study. The
paper articulates typical trajectories for evolving the orientation and aspires to move the discussion from the
tug-of-war between the two paradigms by developing a more dynamic view. The study paves the way for
better understanding, operationalization and evaluation of alternative approaches to marketing.
© 2011 Elsevier Inc. All rights reserved

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Authors
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Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Business Administration

Keywords

  • Brand orientation, Market orientation, Strategic options, Synergy
Original languageEnglish
Pages (from-to)13-20
JournalJournal of Business Research
Volume66
Issue number1
Publication statusPublished - 2013
Publication categoryResearch
Peer-reviewedYes