Brand orientation and market orientation – From alternatives to synergy

Summary, in English

This paper explores the interaction between brand orientation and market orientation. Brand orientation is an

inside-out, identity-driven approach that sees brands as a hub for an organization and its strategy. Similarly,

market orientation is an outside-in, image-driven approach. Initially, brand orientation and market

orientation appear to be two different strategic options. Though synergistic combinations are also possible,

they are not explored in previous theories, nor labeled as part of branding practice and philosophy. A new type

of orientation, a hybrid between brand andmarketing orientation, is among the key !ndings of this study. The

paper articulates typical trajectories for evolving the orientation and aspires to move the discussion from the

tug-of-war between the two paradigms by developing a more dynamic view. The study paves the way for

better understanding, operationalization and evaluation of alternative approaches to marketing.

© 2011 Elsevier Inc. All rights reserved

• Author: Mats Urde; Carsten Baumgarth; Bill Merrilees
• Department/s: Department of Business Administration
• Publishing year: 2013
• Language: English
• Pages: 13-20
• Publication/Series: Journal of Business Research
• Volume: 66
• Issue: 1
• Links: http://www.sciencedirect.com/science?_ob=ArticleListURL&_method=list&_ArticleListID=-116943107&_sort=r&_st=13&view=c&_acct=C000041498&_version=1&_urlVersion=0&_userid=745831&md5=0ad8a9bb86af2bb762dbf1846cef0881&searchtype=a
• Document type: Journal article
• Publisher: Elsevier
• Topic: Business Administration
• Keywords: Brand orientation; Market orientation; Strategic options; Synergy
• Status: Published
• ISBN/ISSN/Other: ISSN: 0148-2963