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Addressing the complexities of managing domestic and multinational corporate brands

Khojastehpour,M, Ferdous,AS and Polonsky,M 2015, Addressing the complexities of managing domestic and multinational corporate brands, Corporate communications : an international journal, vol. 20, no. 1, pp. 48-62, doi: 10.1108/CCIJ-03-2014-0016.

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Title Addressing the complexities of managing domestic and multinational corporate brands
Author(s) Khojastehpour,M
Ferdous,ASORCID iD for Ferdous,AS orcid.org/0000-0002-8424-3055
Polonsky,MORCID iD for Polonsky,M orcid.org/0000-0003-2395-1311
Journal name Corporate communications : an international journal
Volume number 20
Issue number 1
Start page 48
End page 62
Total pages 15
Publisher Emerald Publishing
Place of publication Bingley, Eng.
Publication date 2015
ISSN 1356-3289
Summary Purpose – The purpose of this paper is to focus on the differences between managing domestic corporate brands (DCBs) and multinational corporate brands (MCBs), and presents a framework highlighting six types of complexity associated with managing both forms of corporate brands in an international business context.

Design/methodology/approach – This paper proposes a framework addressing six types of complexity involved in managing DCBs and MCBs drawing on the literature related to corporate branding, corporate brands, and domestic and multinational corporations. The six types of complexity examined include: strategic role, organisational structure, culture, knowledge, positioning and extended responsibility.

Findings – The research identifies that DCBs have a lower degree of complexity in regard to strategic role, knowledge and positioning, but have a higher level in regard to organisational structure, cultural and extended responsibility complexity. MCBs face more complexity than DCBs across all dimensions because they operate across business environments and need to coordinate activities while adapting to environmental differences.

Practical implications – The findings highlight the importance of environmental complexity for firms managing brands globally. The issues of complexity identified in this paper need to be understood if firms are to effectively build and manage their corporate brands within and across markets.

Originality/value – The paper highlights the concepts of DCBs and MCBs, and identifies the factors that contribute to the complexity of managing these two types of corporate brands domestically and internationally.
Language eng
DOI 10.1108/CCIJ-03-2014-0016
Field of Research 150502 Marketing Communications
Socio Economic Objective 910504 Service Industries Standards and Calibrations
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, Emerald Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30069350

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.