Mapping Critical Factors in Brand Management Contributing to Innovation

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Show simple item record Vuorinen, Maarit Uusitalo, Outi Vos, Marita 2012-11-15T06:26:43Z 2012-11-15T06:26:43Z 2012
dc.identifier.citation Vuorinen, M., Uusitalo, O., & Vos, M. (2012). Mapping Critical Factors in Brand Management Contributing to Innovation. <em>Journal of Business Studies Quarterly</em>, 3 (4), 58-76. Retrieved from <a href=""></a>
dc.identifier.issn 2156-8626
dc.identifier.other TUTKAID_51405
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.ispartofseries Journal of Business Studies Quarterly
dc.rights openAccess fi
dc.subject.other brand management en
dc.title Mapping Critical Factors in Brand Management Contributing to Innovation
dc.type Vertaisarvioitu artikkeli tieteellisessä aikakauslehdessä fi
dc.type Journal article; Peer-reviewed
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
dc.identifier.volume 3
dc.identifier.issue 4
jyx.tutka.pagetopage 58-76
dc.type.uri 2012-11-07T04:30:04Z
dc.description.version Publisher's PDF
dc.type.coar journal article
dc.description.reviewstatus peerReviewed
dc.format.pagerange 58-76
dc.relation.issn 2156-8626
dc.relation.issue 4
dc.relation.volume 3
dc.type.version publishedVersion
dc.rights.accesslevel openAccess

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