Reverse-market orientation and corporate brand development
| dc.contributor.author | Lawer, Christopher | - |
| dc.contributor.author | Knox, Simon | - |
| dc.date.accessioned | 2014-02-07T05:00:47Z | |
| dc.date.available | 2014-02-07T05:00:47Z | |
| dc.date.issued | 2008-01-01T00:00:00Z | - |
| dc.description.abstract | In this paper we explore reverse-market orientation which we define as a market strategy that seeks more explicitly to align with customers to assist them in developing their optimum solution in a given marketplace. Starting from the premise that customers are now more empowered, we develop a model of customer value drivers to demonstrate how organizations with a reverse-market orientation can create and deliver new forms of customer value. We then describe how firms with this reverse-market orientation are addressing these value drivers and illustrate them with examples of early reverse-market practices. From a recent analysis of the corporate-brand literature on the value and vulnerabilities of corporate brands, we explore the circumstances in which a reverse-market orientation could become an attractive strategic option for certain brand-led organizations. Through a framework we have developed for corporate-brand management interested in adopting a reverse-market orientation, we identify the new capabilities such firms will require to build their brand successfully. We conclude by evaluating the distinctiveness and importance of a reverse-market orientation against the traditional view of how market-orientation has been conceived in the literature. | en_UK |
| dc.identifier.citation | Chris Lawer and Simon Knox, Reverse-Market Orientation and Corporate Brand Development, International Studies of Management & Organization, Volume 37, Number 4, Corporate Branding (Winter, 2007/2008), Pages 64-83. | |
| dc.identifier.issn | 0020-8825 | - |
| dc.identifier.uri | http://dx.doi.org/10.2753/IMO0020-8825370403 | - |
| dc.identifier.uri | http://dspace.lib.cranfield.ac.uk/handle/1826/8253 | |
| dc.language.iso | en_UK | - |
| dc.publisher | M e Sharpe Inc | en_UK |
| dc.title | Reverse-market orientation and corporate brand development | en_UK |
| dc.type | Article | - |