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dc.contributor.authorVuorinen, Maarit
dc.contributor.authorUusitalo, Outi
dc.contributor.authorVos, Marita
dc.date.accessioned2012-11-15T06:26:43Z
dc.date.available2012-11-15T06:26:43Z
dc.date.issued2012
dc.identifier.citationVuorinen, 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="http://jbsq.org/wp-content/uploads/2012/06/JBSQ_June2012_5.pdf">http://jbsq.org/wp-content/uploads/2012/06/JBSQ_June2012_5.pdf</a>
dc.identifier.otherTUTKAID_51405
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/40328
dc.description.abstractThe 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.isoeng
dc.publisherBusiness Studies Quarterly
dc.relation.ispartofseriesJournal of Business Studies Quarterly
dc.relation.urihttp://jbsq.org/archives/
dc.subject.otherbrand managementen
dc.titleMapping Critical Factors in Brand Management Contributing to Innovation
dc.typeVertaisarvioitu artikkeli tieteellisessä aikakauslehdessäfi
dc.typeJournal article; Peer-reviewed
dc.identifier.urnURN:NBN:fi:jyu-201211072867
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosViestintätieteiden laitosfi
dc.contributor.laitosDepartment of Communicationen
dc.contributor.laitosJyväskylä University School of Business and Economicsen
dc.contributor.oppiaineMarkkinointi
dc.contributor.oppiaineYhteisöviestintä
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.date.updated2012-11-07T04:30:04Z
dc.type.coarjournal article
dc.description.reviewstatuspeerReviewed
dc.format.pagerange58-76
dc.relation.issn2156-8626
dc.relation.numberinseries4
dc.relation.volume3
dc.type.versionpublishedVersion
dc.rights.accesslevelopenAccessfi


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