Brand orientation and market orientation - From alternatives to synergy

Journal of Business Research

Volumn 66, Issue 1, 2013, Pages 13-20

  Urde, Mats ^a   Baumgarth, Carsten ^b   Merrilees, Bill ^c  

^a LUND UNIVERSITY   (Sweden)

^b BERLIN SCHOOL OF ECONOMICS AND LAW   (Germany)

^c GRIFFITH UNIVERSITY   (Australia)

Author keywords

Brand orientation; Market orientation; Strategic orientations; Synergy

Indexed keywords

EID: 84870512198     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2011.07.018     Document Type: Article

References (107)

1. Aaker D.A. Managing brand equity 1991, The Free Press, New York, NY.
2. Alvesson M., Berg P.O. Corporate culture and organizational symbolism: an overview 1992, De Gruyter, Berlin.
3. Amazon Amazon values 2010, Available at, [last access: 29. November 2010]. http://www.amazon.com/Values-Careers-Homepage/b?ie=UTF8&node=239365011.
4. Ambler T., Kokkinaki F., Puntoni S. Assessing marketing performance: reasons for metric selections. J Marketing Manage 2004, 20(3/4):475-498.
5. Amnesty International About amnesty international 2010, Available at, [last access: 29 November 2010]. http://www.amnesty.org/en/who-we-are/about-amnesty-international.
6. Avis Blog Avis. We try harder 2010, Available at, [last access: 29 November 2010]. http://www.wetryharder.co.uk/category/we-try-harder/.
7. Baker W.E., Sinkula J.M. The synergistic effect of market orientation and learning orientation on organizational performance. J Acad of Marketing Sci 1999, 27(4):411-427.
8. Balmer M.T., Greyser S.A. Revealing the corporation: perspectives on identity, image, reputation, corporate branding, and corporate-level marketing 2003, NY: Routledge, London & New York.
9. Barney J.B. Firm resources and sustained competitive advantage. J Manage 1991, 17(1):99-120.
10. Barney J.B. Gaining and sustaining competitive advantage 1997, Addison-Wesley, Reading, MA.
11. Barrow S., Mosley R. The employer brand 2005, Wiley, Chichester.
12. Baumgarth C. Brand orientation of museums: model and empirical results. Int J Arts Manage 2009, 11(3):30-45.
13. Baumgarth C. Living the brand: brand orientation in the business-to-business sector. Eur J Marketing 2010, 44(5):653-671.
14. Baumgarth C., Merrilees B., Urde M. Kunden- oder Markenorientierung: Zwei Seiten einer Medaille oder alternative Routen [Customer or brand orientation: two sides of a coin or alternative routes]?. Marketing Rev St Gallen 2011, 28(1):8-13.
15. Beane T.P., Ennis D.M. Market segmentation: a review. Eur J Marketing 1987, 21(5):20-42.
16. Berthon P., Hulbert J.M., Pitt L.F. To serve or create? Strategic orientations towards customers and innovation. Calif Manage Rev 1999, 42(1):36-58.
17. Beverland M.P. Building brand authenticity: 7 habits of iconic brands 2009, Palgrave Macmillan, New York, NY.
18. Birkigt K., Stadler M.M. Corporate identity-Grundlagen [Corporate identity basics]. Corporate identity 2002, 13-23. Moderne Industrie, München. 11th ed. K. Birkigt, M.M. Stadler, H.J. Funck (Eds.).
19. Body Shop Body shop values 2010, Available at, [last access: 29. November 2010]. http://www.thebodyshop-usa.com/beauty/against-animal-testing.
20. Bridson K., Evans J. The secret to a fashion advantage is brand orientation. Int J Retail and Distrib Manage 2004, 32(8):403-411.
21. Burmann C., Jost-Benz M., Riley N. Towards an identity-based brand equity model. J Bus Res 2009, 62(3):390-397.
22. Cameron K.S., Quinn R.E. Diagnosing and changing organizational culture 2006, John Wiley & Sons, San Francisco. 2nd ed.
23. Christodoulides G., de Chernatony L. Consumer-based brand equity conceptualisation and measurement. Int J Market Res 2010, 52(1):43-66.
24. Collins J., Porras J. Built to last 1998, Century Business Books, London.
25. Cornelissen J. "Integration" in communication management: conceptual and methodological considerations. J Marketing Manage 2000, 16(6):597-606.
26. Davis S.M., Dunn M. Building the brand driven business 2002, Jossy-Bass, San Francisco.
27. de Chernatony L. From brand vision to brand evaluation 2010, Butterworth-Heinemann, Amsterdam. 3rd ed.
28. de Chernatony L., Drury S., Segal-Horn S. Building a services brand: stages, people and orientations. The Serv Ind J 2003, 23(3):1-21.
29. de Chernatony L., McDonald M.H.B., Wallace E. Creating powerful brands 2011, Butterworth-Heinemann, Amsterdam. 4th ed.
30. Dell M., Fredman C. Direct from Dell: strategies that revolutionized an industry 2000, Harper Collins, New York.
31. Deshpandé R., Webster F.E. Organizational culture and marketing: defining the research agenda. J Marketing 1989, 53(1):3-15.
32. Deshpandé R., Farley J.U., Webster F.E. Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis. J Marketing 1993, 57(1):23-27.
33. Diamond S.A. Trademark problems and how to avoid them 1981, Crain Books, Chicago. 26th ed.
34. Dierickx I., Cool K. Asset stock accumulation and sustainability of competitive advantage. Manage Sci 1989, 35(12):1504-1513.
35. Drucker P.F. The practice of management 1954, Harper & Row, New York.
36. Electrolux Branding and design. Internal document, Stockholm: Sweden 2009.
37. Electrolux Brand Electrolux 2010, Available at, [last access: 29 November 2010]. http://group.electrolux.com/en/brand-electrolux-644/.
38. Ewing M.T., Napoli J. Developing and validating a multidimensional nonprofit brand orientation scale. J Bus Res 2005, 58(6):841-853.
39. Franke N., Keinz P., Steger C.J. Testing the value of customization: when do customers really prefer products tailored to their preferences?. J Marketing 2009, 73(5):103-121.
40. Gatignon H., Xuereb J.-M. Strategic orientation of the firm and new product performance. J Bus Res 1997, 34(1):77-90.
41. Grant R.M. Contemporary strategy analysis 1995, Blackwell, Cambridge.
42. Gromark J., Melin F. The underlying dimensions of brand orientation and its impact on financial performance. J Brand Manage 2011, 18(6):394-410.
43. Hamel G., Prahalad C.K. Strategic intent. Harv Bus Rev 1989, 67(3):63-76.
44. Hamish P., Gordon W. Brand manners 2001, Wiley, Chichester.
45. Hankinson P. Brand orientation in the top 500 fundraising charities in the UK. J Prod Brand Manage 2001, 10(6):346-360.
46. Hankinson P. The impact of brand orientation on managerial practice: quantitative study of the UK's top 500 fundraising managers. Int J Nonprofit Voluntary Sect Marketing 2002, 7(1):30-44.
47. Hatch M.J., Schultz M. Are the strategic stars aligned for your corporate brand?. Harv Bus Rev 2001, 79(2):128-134.
48. Hatch M.J., Schultz M. Taking brand initiative - how companies can align strategy, culture, and identity through corporate branding 2008, Jossey-Bass, San Francisco.
49. Homburg C., Pflesser C.A. Multiple-layer model of market-oriented organizational culture: measurement issues and performance outcomes. J Marketing Res 2000, 37(4):449-462.
50. Ind N. Inside out: how employees build value. J Brand Manage 2003, 10(6):393-402.
51. Ind N. Living the brand: how to transform every member of your organization into a brand champion 2007, Kogan Page, London, 2007. 3rd ed.
52. Ind N., Bjerke R. The concept of participatory market orientation. J Brand Manage 2007, 15(2):135-145.
53. Itami H., Roehl T.W. Mobilizing invisible assets 1987, Harvard University Press, Cambridge, MA.
54. Jaworski B.J., Kohli A.K. Market orientation: antecedents and consequences. J Marketing 1993, 57(3):53-70.
55. Kapferer J.-N. The new strategic brand management 2008, Kogan Page, London. 4th ed.
56. Keiningham T.L., Aksoy L., Perkins-Munn T., Vavra T.G. The brand-customer connection. Marketing Manage 2005, 14(4):33-37.
57. Keller K.L. Conceptualizing, measuring, and managing customer-based brand equity. J Marketing 1993, 57(1):1-22.
58. Keller K.L. Strategic brand management 2008, Pearson Education, Upper Saddle River. 3rd ed.
59. King S. Brand-building in the 1990s. J Consum Marketing 1991, 8(4):43-51.
60. Knapp D.E. The brand mindset 2000, McGraw-Hill, New York, NY.
61. Kohli A.K., Jaworski B.J. Market orientation: the construct, research propositions, and managerial implications. J Marketing 1990, 54(1):1-18.
62. Kuhn T.S. The structure of scientific revolutions 1962, The University of Chicago Press, Chicago, IL.
63. Kuhn T.S. The essential tension: selected studies in scientific tradition and change 1977, The University of Chicago Press, Chicago IL.
64. Kumar N., Scheer L., Kotler P. From market driven to market driving. Eur Manage J 2000, 18(2):129-142.
65. Kunde J. Corporate religion 2000, Financial Times Prentice Hall, London.
66. Leone R.P., Rao V.R., Keller K.L., Luo A.M., McAlister L., Srivastava R. Linking brand equity to customer equity. J Serv Res 2006, 9(2):125-138.
67. LePla J.F., Davis S.V., Parker L.M. Brand driven, London: Kogan Page 2003.
68. Louro M., Cunha P. Brand management paradigms. J Marketing Manage 2001, 17(7/8):849-875.
69. Low G.S., Fullerton R.A. Brands, brand management, and the brand manager system: a critical-historical evaluation. J Marketing Res 1994, 31(2):173-190.
70. Meehan S.A. What do we really know about market orientation?. Bus Strategy Rev 1996, 7(1):47-53.
71. Melin, F. (1997). Varumärket som konkurrensmedel [The brand as a competitive tool]. Lund: Lund University Press, (PhD dissertation).
72. Melin F., Urde M. Varumärket - en hotad tillgång [The brand as a strategic asset] 1990, Marknadstekniskt Centrum, Stockholm.
73. Miles M.P., Arnold D.R. The relationship between marketing orientation and entrepreneurial orientation. Entrepreneurship Theory Pract 1991, 15(4):49-65.
74. Mintzberg H. Mintzberg on management 1989, The Free Press, New York, NY.
75. Mitchell C. Selling the brand inside. Harv Bus Rev 2002, 80(1):90-105.
76. Napoli J. The impact of nonprofit brand orientation on organisational performance. J Marketing Manage 2006, 22(7/8):673-694.
77. Narver J.C., Slater S.F. The effect of a market orientation on business profitability. J Marketing 1990, 54(4):20-35.
78. Noble C.H., Sinha R.K., Kumar A. Market orientation and alternative strategic orientations: a longitudinal assessment of performance implications. J Marketing 2002, 66(4):25-39.
79. Olins W. The corporate personality: an inquiry into the nature of corporate identity 1978, Thames and Hudson, London.
80. Olson E.M., Slater S.F., Hult T.M. The performance implications of fit among business strategy, marketing organization structure, and strategic behavior. J Marketing 2005, 69(3):49-65.
81. Persson N. Understanding the nature and relevance of brand orientation and brand equity in B2B brand management, paper presented at the 19th Business Administration Conference (NFF) 2007, Bergen, Norway.
82. Persson, N. (2009) Tracing the drivers of B2B brand strength and value. Lund: Lund University Press, (PhD dissertation).
83. Prahalad C.K., Hamel G. The core competence of the corporation. Harv Bus Rev 1990, 68(3):79-91.
84. Punjaisri K., Wilson A. The role of internal branding in the delivery of employee brand promise. J Brand Manage 2007, 15(1):57-70.
85. Reid M., Luxton S., Mavondo F. The relationship between integrated marketing communication, market orientation and brand orientation. J Advertising 2006, 34(4):11-23.
86. Reinartz W., Krafft M., Hoyer W.D. The customer relationship management process: its measurement and impact on performance. J Marketing Res 2004, 41(4):293-305.
87. Roberts G. Ben & Jerry's builds on its social-values approach. Int Harald Tribune 2010, 11(17):9.
88. Rust R.T., Lemon K.N., Zeithaml V.A. Return on marketing: using customer equity to focus marketing strategy. J Marketing 2004, 68(1):109-127.
89. Schein E.H. Organizational culture and leadership 2004, Jossey-Bass, San Francisco. 3rd ed.
90. Schultz D.E., Tannenbaum S.I., Lauterborn R.F. Integrated marketing communications: pulling it together and making it work 1995, McGraw-Hill, New York, NY.
91. Shapiro B.P. What the hell is 'market oriented'?. Harv Bus Rev 1988, 66(6):119-125.
92. Simoes C., Dibb S. Rethinking the brand concept: new brand orientation. Corporate Commun: An Int J 2001, 6(4):217-224.
93. Spiro R.L., Weitz B.A. Adaptive selling: conceptualization, measurement, and nomological validity. J Marketing Res 1990, 27(1):61-69.
94. Urde M. Brand orientation: a strategy for survival. J Consum Marketing 1994, 11(3):18-32.
95. Urde, M. (1997). Märkesorientering [Brand Orientation]. Lund: Lund University Press (PhD dissertation).
96. Urde M. Brand orientation: a mindset for building brand into strategic resources. J Marketing Manage 1999, 15(1-3):117-133.
97. Urde M. Core value-based corporate brand building. Eur J Marketing 2003, 37(7/8):1017-1040.
98. Urde M. Uncovering the corporate brand's core values. Manage Decis 2009, 47(4):616-638.
99. van Riel C.B.M., Balmer J.M.T. Corporate identity: the concept, its measurement and management. Eur J Marketing 1997, 31(5/6):340-355.
100. Venkatesan R., Kumar V.A. Customer lifetime value framework for customer selection and resource allocation strategy. J Marketing 2004, 68(4):106-125.
101. Volvo Volvo core values policies. Internal document, Gothenburg: Sweden 2007.
102. Wedel M., Kamakura W.A. Market segmentation: conceptual and methodological foundations 2002, Kluwer Academic Publishers, Norwell. 2nd ed.
103. Weisenbach Keller E., Conway Dato-on M. Testing the premise that marketing attitudes and brand orientation correlate with nonprofit performance: connecting research and practice. Paper presented at the AMS conference 2010.
104. Wong H., Merrilees B. Closing the marketing strategy to performance gap: the role of brand orientation. J Strat Marketing 2007, 15(5):387-402.
105. Wong H., Merrilees B. The performance benefits of being brand-orientated. J Product Brand Manage 2008, 17(6):372-383.
106. Yoo B., Donthu N. Developing and validating a multidimensional consumer-based brand equity scale. J Bus Res 2001, 52(1):1-14.
107. Zhou K.Z., Yim C.K., Tse D.K. The effects of strategic orientations on technology- and market-based breakthrough innovations. J Marketing 2005, 69(2):42-60.