Relational capabilities and brand strategy within commoditised industries
Parker, Melina, Evans, Jody and Bridson, Kerrie 2006, Relational capabilities and brand strategy within commoditised industries, in ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings, Queensland University of Technology, School of Advertising, Marketing and Public Relations, Brisbane, Qld..
Australian and New Zealand Marketing Academy Conference
Queensland University of Technology, School of Advertising, Marketing and Public Relations
Place of publication
In many traditionally commoditised industries, organisations are recognising that their product offering alone does not cultivate a competitive advantage. As commoditised products face greater price competition, many are looking for a more sustainable form of differentiation. Within the fresh fruit and vegetable, dairy and meat industries, organisations are increasingly value-adding and focusing on branded offerings to gain such advantage. Whilst this is witnessed within industry, there is little academic evidence that discusses the relationship between dyad partners and how this impacts their branding strategy. This paper conceptually discusses how relationships between buyer and supplier trade partners can impact the branding strategies that are ultimately pursued by dyad participants. The relationship between trade partners is conceptualised using the resource-based view. Consideration is given to relationship complexities, the external environment and performance measurement.
Reproduced with the kind permission of the copyright owner.
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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