Brand orientation and market orientation — From alternatives to synergy

By M. Urde, C. Baumgarth, B. Merrilees. 2013

335 citations recorded by the source corpus.

Subfields: Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/d0abe515a16630fee1a853fbbe3ae40c5e124368

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Nelson Oly Ndubisi
2. Margaret Jekanyika Matanda

In Strategy and Management

1. Nelson Oly Ndubisi
2. Margaret Jekanyika Matanda

Citations in the corpus

• Internal marketing, internal branding, and organisational outcomes: The moderating role of perceived goal congruence (2013, background): “Urde et al. (2013) view brand orientation as an inside-out, identity-driven approach that puts brands at the centre of an organisation and its strategy.”