The Role of Corporate Branding in a Market Driving Strategy

Market-oriented businesses are committed to understanding and developing superior solutions to customer needs through the processes of acquiring and evaluating market information in a systematic and anticipatory way (Kohli and Jaworski, 1990; Narver and Slater, 1990; Day, 1994; Slater and Narver, 1999). 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…

Author: Veronika Tarnovskaya,Ulf Elg,Steve Burt

Source: Institute of Economic Research, Lund University

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