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Exploring the impact of silos in achieving brand orientation

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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.

Keywords: brand orientation; case study; functional silos; mindsets

Document Type: Research Article


Affiliations: 1: Copenhagen Business School, Denmark; Griffith University, Queensland, Australia 2: University of Westminster, London, UK 3: SAS Institute, Copenhagen, Denmark

Publication date: 2013-07-01

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