Project Manager
Melin, FransProject manager
Lund UniversityAmount granted
3 720 000 SEKYear
2011
Strong brands are not something you get, but something you earn. Therefore, as more and more companies compete on the basis of brands, the ability to build strong brands comes into focus. A significant part of the research on this capability is conducted within the framework of brand orientation, a concept coined in the early 1990s by researchers at the Lund University School of Economics. Today, brand orientation has emerged as an interesting alternative to market orientation. But the question is whether these approaches should be regarded as competing or complementary? This question is the basis for the overall purpose of this research project, namely to increase knowledge about similarities and differences between market orientation and brand orientation and the effects of these approaches on growth and profitability. Emphasis will also be placed on examining how firms organize their branding efforts and the design of management and reward systems. The expected contributions are an increased understanding of how brand orientation as an overall corporate philosophy and process can contribute to building strong brands and creating sustainable profitability. Our research will be the first to make use of longitudinal studies and thus we have the potential to make a unique contribution regarding profitability relationships that have so far only been studied in cross-sectional studies.