Exploring the impact of silos in achieving brand orientation

Gyrd-Jones, R.I., Helm, C. and Munk, J. 2013. Exploring the impact of silos in achieving brand orientation. Journal of Marketing Management. 29 (9-10), pp. 1056-1078. doi:10.1080/0267257X.2013.811283

TitleExploring the impact of silos in achieving brand orientation
AuthorsGyrd-Jones, R.I., Helm, C. and Munk, J.
Abstract

Brands are widely recognised as important sources of organisational value. Brand orientation describes the extent to which the organisation is orientated around the brand and around maximising brand potential. However, silos or divisions within the culture of an organisation can frustrate the achievement of brand orientation. Through inductive analysis of a case study of an organisation implementing a major brand-revitalisation strategy, this paper demonstrates how, despite a strong brand vision and high level of management commitment, functional silos associated with different mindsets contributed to the failure of the new brand strategy. The paper concludes with recommendations for the brand platform to be implemented meaningfully and effectively within each silo.

JournalJournal of Marketing Management
Journal citation29 (9-10), pp. 1056-1078
ISSN0267-257X
YearJul 2013
PublisherRoutledge
Digital Object Identifier (DOI)doi:10.1080/0267257X.2013.811283
Publication dates
PublishedJul 2013

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