Please use this identifier to cite or link to this item:
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: The Role of Corporate Branding in a Market Driving Strategy
Author(s): Tarnovskaya, Veronika
Elg, Ulf
Burt, Steven
Contact Email:
Keywords: corporate brand
brand values
market driving
Issue Date: 2008
Date Deposited: 11-Jan-2009
Citation: Tarnovskaya V, Elg U & Burt S (2008) The Role of Corporate Branding in a Market Driving Strategy. International Journal of Retail and Distribution Management, 36 (11), pp. 941-965.
Abstract: Purpose - The aim of this paper is to examine the relationship between corporate branding and market driving. This is achieved by focusing on key dimensions of brand identity such as brand values and staff behaviours, while acknowledging the role of vision and organizational culture. The links between these brand constituents and the actual activities of the firm in a market are explored through interactions with stakeholders. Design/methodology/approach - This research is based on an in-depth case study of IKEA at a corporate level and its local market activities in Russia. The single-case approach is used to generate insights into how corporate branding is related to market driving practices and to identify the mechanisms of market driving in the Russian market. Findings - We argue that the corporate brand provides a further source of the “leap” in customer value recognised as a requirement for a market driving approach. Through a case study of IKEA in Russia we illustrate how the core values of the brand guide both the behaviour and activities of internal stakeholders and the relationships with external stakeholders, and explore the interactions between the corporate “global” brand values and local market level activities. Originality/value - Insights on the role of a corporate brand as a driving force of market driving. Conceptualisation of market driving from a broad stakeholder perspective.
DOI Link: 10.1108/09590550810911692
Rights: Published in International Journal of Retail & Distribution Management by Emerald

Files in This Item:
File Description SizeFormat 
IJRDM FINAL REVISED Tarnovskya Elg Burt_march4.pdfFulltext - Accepted Version127.39 kBAdobe PDFView/Open

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

The metadata of the records in the Repository are available under the CC0 public domain dedication: No Rights Reserved

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.