Mapping Critical Factors in Brand Management Contributing to Innovation

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dc.contributor.author Vuorinen, Maarit
dc.contributor.author Uusitalo, Outi
dc.contributor.author Vos, Marita
dc.date.accessioned 2012-11-15T06:26:43Z
dc.date.available 2012-11-15T06:26:43Z
dc.date.issued 2012
dc.identifier.citation Vuorinen, M., Uusitalo, O., & Vos, M. (2012). Mapping Critical Factors in Brand Management Contributing to Innovation. Journal of Business Studies Quarterly, 3 (4), 58-76. Retrieved from http://jbsq.org/wp-content/uploads/2012/06/JBSQ_June2012_5.pdf
dc.identifier.issn 2156-8626
dc.identifier.other TUTKAID_51405
dc.identifier.uri http://hdl.handle.net/123456789/40328
dc.description.abstract The purpose of this paper is to analyse how branding contributes to innovation, by identifying different ways of connecting with changing markets and emerging consumer needs. This is clarified by strategic approaches found in the marketing management literature. While orientation to customer needs has always been crucial in marketing communication more attention is paid nowadays to customer and market intelligence in detecting relevant trends. A focus on the company’s own distinctive vision is advocated, as the choices to be made need to fit the strengths and capabilities of the company. Co-creation of value needs an intensive dialogue with customers about the brand as community property. In brand management coherence and finding a balance between inner vision and dialogue with all those involved, such as employees and partners in the value chain, are emphasised. Expert interviews were conducted to see if the approaches distinguished in the literature are recognised in practice and suitable as a framework for constructing performance indicators. Next, the critical factors found in the marketing literature were phrased as measurable statements that can serve as performance indicators. The outcomes need to be further tested.
dc.language.iso eng
dc.publisher Business Studies Quarterly
dc.relation.ispartof Journal of Business Studies Quarterly
dc.relation.uri http://jbsq.org/archives/
dc.subject.other brand management en
dc.title Mapping Critical Factors in Brand Management Contributing to Innovation
dc.type Journal article; Peer-reviewed en
dc.type Vertaisarvioitu artikkeli tieteellisessä aikakauslehdessä fi
dc.identifier.urn URN:NBN:fi:jyu-201211072867
dc.subject.kota 512, 518
dc.contributor.laitos Kauppakorkeakoulu fi
dc.contributor.laitos Viestintätieteiden laitos fi
dc.contributor.laitos Department of Communication en
dc.contributor.laitos Jyväskylä University School of Business and Economics en
dc.contributor.oppiaine Markkinointi
dc.contributor.oppiaine yhteisöviestintä
jyx.tutka.volyme 3
jyx.tutka.mnumber 4
jyx.tutka.pagetopage 58-76
dc.type.uri http://purl.org/eprint/type/JournalArticle
dc.date.updated 2012-11-07T04:30:04Z
dc.description.version Publisher's PDF
eprint.status http://purl.org/eprint/type/status/PeerReviewed

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