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Brand orientation: another explanation of retailer performance

Bridson, Kerrie and Mavondo, Felix 2001, Brand orientation: another explanation of retailer performance, in Proceedings of The Australian and New Zealand Marketing Academy Conference, ANZMAC, Auckland, New Zealand, pp. 1-8.

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Title Brand orientation: another explanation of retailer performance
Author(s) Bridson, Kerrie
Mavondo, Felix
Conference name Australian and New Zealand Marketing Academy Conference (2001 : Auckland, New Zealand)
Conference location Auckland, New Zealand
Conference dates 1-5 December 2001
Title of proceedings Proceedings of The Australian and New Zealand Marketing Academy Conference
Editor(s) Chetty, Sylvie
Collins, Brett
Publication date 2001
Start page 1
End page 8
Publisher ANZMAC
Place of publication Auckland, New Zealand
Summary This paper postulates that organisational capabilities, particularly brand orientation, may provide an appropriate theoretical framework to explain variations in organisational performance among retailers. Brand orientation is viewed as a strategic capability, just like innovation. This allows for a distinction to be made with such core antecedent (However, it is important to distinguish between strategic capabilities (innovation orientation and brand orientation) and antecedent core) capabilities such as market orientation, operational orientation and human resource orientation which all organizations must have to some degree. This distinction is made to emphasise that all organisations operate with some degree of market, operational and human resource orientation, whereas organisations can choose to operate without either innovation or brand orientation. We argue that it is the inclusion of organisational capabilities with positional advantage and organisational performance that provides an holistic conceptual framework for the empirical investigation we are currently undertaking. The propositions discussed in this paper link the various relationships in the conceptual model within the context of Australian retailing organisations.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 0473082063
9780473082062
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30006237

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